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The present study investigated the empirical relationship and significance of perceived usefulness, normative belief, perceived information quality, facilitating conditions, social norms, attitude, perceived behavioral control, and behavioral plan to improve food security condition of people living in the mountains of Azad Jammu Kashmir, Pakistan. The moderating effect of nutritional self-control was also tested. This study was descriptive in nature with a cross-sectional quantitative survey of sample size 351. The Partial Least Square method (PLS-SEM) was used for data analysis. Empirical findings showed the significance and causal linkage between normative belief and perceived information quality with social norms, attitude, and perceived behavioral control, which further showed a positive association with a behavioral plan. However, there was a nonsignificant relationship between perceived usefulness, attitude, and perceived behavioral control. Facilitating conditions were found to be nonpositively associated with social norms and perceived behavioral control. Finally, the moderator effect of nutritional self-efficacy was found nonsignificant.

Muhammad Qaddafi Khan Wali , Arif Alam, PhD. (2022) Perspective Regarding Behavioral Intention Maintaining Food Security in District Haveli AJK, Journal of Behavioural Sciences, volume-32, issue 1.
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