Street food consumer behaviour decoded: analysing decision-making styles, risk factors and the influential power of social media celebrities

Abstract

PurposeThis study aims to investigate consumer decision-making styles (CDMS) in the context of street food. In addition to the original CDMS constructs, two additional constructs, namely food safety risks and environmental risks, were included based on relevant literature. Furthermore, the study explores the moderating role of social media celebrities (SMCs) in bridging the intention-behaviour gap in street food consumption behaviour.Design/methodology/approachThe data were collected through an online survey, with 300 participants providing useable responses. Partial least squares (PLS) analysis was employed to analyse the data.FindingsThe findings indicate that out of the eight identified CDMS, six styles, specifically recreational (hedonistic shopping consciousness), price consciousness, novelty-seeking, impulsiveness, confusion due to over-choice and brand loyalty, significantly influence consumers' intention to consume street foods. Additionally, the results support the moderating role of SMCs. This suggests that the presence and influence of SMCs play a significant role in shaping consumers' intention and behaviours towards street food consumption.Originality/valueThis study contributes significantly to the literature by adding two additional constructs, namely safety risks and environmental risks in CDMS. Moreover, this study fulfils the intention-behaviour gap in street food literature by exploring the moderation effect of SMCs.

Consumer Behavior Prediction and Market Application Exploration Based on Social Network Data Analysis

“…In today's digitally connected world, social media platforms have become vital sources of data for analyzing customer behaviour and industry trends. The tremendous amount of data generated by social networks provides organizations with unparalleled chances to obtain insights into consumer preferences, sentiments, and interactions [1]. Researchers can gain significant insights by using advanced data analysis techniques such as predictive modelling and social network analysis, allowing firms to make educated decisions and optimize their marketing efforts.…”

Factors influencing consumer choices and food safety awareness in street-vended foods: A case study of Meru town, Kenya

“…Therefore, it is essential to understand the factors that influence the consumers' choice of streetvended foods [12]. Factors such as the nutritional quality of street-vended foods, safety and hygiene considerations, as well as the environmental and economic aspects of street food consumption are critical to consumer preferences and their choice of street vended foods [13,14]. However, there is limited information on the factors that influence consumers' choice of street vended foods in Kenya.…”