Investigating the Role of Psychological, Social, Religious and Ethical Determinants on Consumers’ Purchase Intention and Consumption of Convenience Food

Abstract

Despite impressive market growth, increasing demand and economic importance of convenience food in emerging economies such as India, comprehensive research regarding the role of psychological and social determinants on convenience food choice is lacking. Therefore, this research aims to investigate the influence of convenience orientation, social status, moral attitude, mood, spiritual concern, religious beliefs and ethical values on purchase intention and consumption of convenience food. The non-probability purposive sampling method was adopted for recruitment of participants. A pre-tested questionnaire was used to collect data from 501 consumers. The descriptive statistics, confirmatory factor analysis and structural equation modeling were carried out to analyse the data. The factor loading, Cronbach’s alpha, composite reliability, average variance extracted, and correlations demonstrated good internal consistency and reliability of scale items as well as convergent and discriminant validity of the constructs. The model fit indices revealed that measurement and structural models fitted well with data. The path analysis of the structural model demonstrated that convenience orientation (β = 0.789 ***, t = 32.462), moral attitude (β = 0.594 ***, t = 20.984), mood (β = 0.586 ***, t = 18.683), spiritual concern (β = 0.145 ***, t = 3.23), religious beliefs (β = 0.451 ***, t = 14.787) and ethical values (β = 0.497 ***, t = 16.678) were positively related with purchase intention and consumption of convenience food (*** Significant at p ≤ 0.01). The path analysis of structural model also indicated that social status was not linked with purchase intention and consumption of convenience food. The convenience orientation was the key determinant influencing purchase intention and consumption of convenience food.

Assessing the Consumers’ Purchase Intention and Consumption of Convenience Food in Emerging Economy: The Role of Physical Determinants

“…Despite of some limitations, purposive sampling technique was selected for recruitment of the participants, because researchers were aiming to collect data from a particular group of consumers as they are the potential consumers in context of purchase and consumption of convenience food (Hena et al, 2021a(Hena et al, , 2021bTaherdoost, 2016;Tan et al, 2014;Singh & Kathuria, 2016). A total of 550 participants/consumers were recruited across four cities of India.…”

“…Prior to data collection, the participants were briefed regarding the present study and its objectives as well as the contents of the questionnaire. A five point Likert scale (Strongly disagree = 1, disagree = 2, don't know = 3, agree = 4, strongly agree = 5) was used to evaluate the role of time scarcity, cooking skills, meal preparation confidence, physical and mental effort for cooking, availability of cooking resources, familiarity and motivation on consumers' intention to purchase and consume convenience food (Hena et al, 2021a(Hena et al, , 2021bSingh & Kathuria, 2016;Steptoe et al, 1995;Ting et al, 2017).…”

“…S Olsen and Tuu (2017),. Chen and Antonelli (2020) Cooking skills Monsivais et al (2014), Burton et al (2017), Namin et al (2020) Meal preparation confidence Beshara et al (2010), Burton et al (2017), Brasington et al (2021) Physical and mental effort for cooking Buckley et al (2007), Namin et al (2020) Availability of cooking resources Popkin and Haines (1981), Namin et al (2020) Familiarity Steptoe et al (1995), Ting et al (2017), Contini et al (2018), Jaeger et al (2021) Motivation Brunner et al (2010), Hartmann et al (2013), Brasington et al (2021) Purchase intention Ting et al (2017), Hena et al (2021a, 2021b) Consumption Osman et al (2014),Hena et al (2021aHena et al ( , 2021b…”

Generation Z Young People’s Perception of Sexist Female Stereotypes about the Product Advertising in the Food Industry: Influence on Their Purchase Intention

“…The purchase intention is the result of the expected behavior of consumers toward the purchase or not of a product, and can be affected by a multitude of factors [ 44 ], business ethics being one of them [ 45 ]. Some academics consider ethical values as a determinant in the purchase of food (e.g., [ 46 ]). Consumers are increasingly demanding the ethical behavior of companies in the food sector [ 47 ], judging and evaluating, among others, the communication actions carried out by companies.…”

Neuroorganoleptics: Organoleptic Testing Based on Psychophysiological Sensing

“…In recent years, increasing attention has been given to the challenge of understanding the reasons behind consumers’ choices and selections, particularly in the food and beverage industry [ 1 ]. One of the big questions researchers are trying to answer nowadays is whether psychophysiological responses can provide new insights into the decision-making process of consumers.…”