An application of the theory of planned behaviour to predict intention to consume African indigenous foods in Kenya

Abstract

Purpose African indigenous foods have a special place and role in many African cultures for the sustenance of life and provisions food substances and health. However, it has been observed that consumption of these foods is declining. The purpose of this study is to establish the determinants of consumption intentions of African indigenous foods in Kenya using the theory of planned behaviour. Design/methodology/approach A stratified random sample of 319 respondents drawn from Nairobi County was surveyed using a self-completion instrument. Partial least squares analysis was used to test the hypotheses regarding the relationship between the predictor constructs (namely; personal attitude towards African indigenous foods, subjective norm, and perceived behaviour control) and consumption intentions. Findings All the predictor constructs were found to positively influence consumption intention and collectively explained 62.3% of the variance in consumption intention for African indigenous foods. There is a discrepancy between our findings on intention to consume AIFs and the reported declining consumption. Marketers and policy makers should address factors in the intention-consumption behaviour relation in addition to focusing on the antecedents of intention Originality/value This study employs the theory of planned behaviour to investigate the determinants of consumption intention for African indigenous foods in Kenya.

Traditional Products and New Developments in the Restaurant Sector in East Africa. The Case Study of Nakuru County, Kenya

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Factors Influencing Organic Food Purchase Intention in Developing Countries and the Moderating Role of Knowledge

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