Using the consumption values to investigate consumer purchase intentions towards natural food products

Debarun Chakraborty; Ganesh Dash

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Using the consumption values to investigate consumer purchase intentions towards natural food products

机译：Using the consumption values to investigate consumer purchase intentions towards natural food products

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Purpose - Natural food products are becoming more popular, and their health-related benefits are widely acknowledged. The authors wanted to see the influence of different consumption values on purchase intention of natural food products. To address this gap, the current study proposes to use theory of consumption values to explain customers purchase intention towards natural food products. Design/methodology/approach - The authors used theory of consumption values (TCV), attitude and purchase intention to develop a comprehensive model. About 464 respondents have responded to the structured questionnaire which was floated through email and WhatsApp. Finally, the authors used structural equation modelling and moderation analysis to arrive at the final results. Findings - Except for social value, all constructs named conditional, functional, emotional and epistemic were found to have a favourable and significant impact on consumers' purchase intention towards natural food products. The study shows that attitude has a moderating effect on the association between emotional value and purchase intention. Research limitations/implications - This research illuminates the TCV which enable the long-term use of natural food products. In addition, the importance of attitude as a moderator of purchase intent provides a deep understanding of customer behaviour. Originality/value - This model is the first of its kind in the current literature, using consumption values from the TCV with attitude to regulate purchase intention towards natural food products. In addition, theoretical advancements pave the path for future research.

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来源
《British food journal》 |2023年第2期|551-569|共19页
作者
Debarun Chakraborty; Ganesh Dash;
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作者单位

Symbiosis Institute of Business Management, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, India;

College of Administrative and Financial Sciences, Saudi Electronic University, Riyadh, Saudi Arabia;

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收录信息美国《科学引文索引》(SCI);
原文格式 PDF
正文语种英语
中图分类
关键词
Consumption values; Attitude; Purchase intention; Natural food products;

Using the consumption values to investigate consumer purchase intentions towards natural food products

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