The Role of Consumer Ethnocentrism and Habit in Potato Chip Purchases: An Extension of TPB

Abstract

The aim of this study was to determine the factors underlying domestic product (potato chip purchases) using an extended model of theory of planned behaviour (TPB). A systematic sample of 348 Croatian potato chip buyers was surveyed. Structural Equation Modelling by Partial Least Squares was used to test the hypotheses. The strongest positive predictor of this intention was the attitude about the purchase of domestic potato chips. The perceived behavioural control did not have a significant impact on the behaviour (actual purchase), while intention was a strong predictor of the intended behaviour. Consumer ethnocentrism predicted the attitudes, while habit had a strong impact on all variables in the TPB model. This study extended the TPB model by adding two constructs, habit and consumer ethnocentrism, and by investigating their predictive impacts. While TPB is usually used to predict the prosocial and healthy behaviour, this study extended the previous knowledge by focusing on snacks (potato chips), which is expected to be more habit-driven than planned.

How Do Food Neophobia and Neophilia Moderate the Effect of Local Food Quality on Dining Satisfaction and Post-Dining Behavioral Intention in the Perspective of Sustainable Gastronomy Tourism?

“…These practices may provide a first-time, fascinating experience and lasting fond memories regarding the destination that increase their satisfaction levels with it [12]. Food neophilia (FL) and food neophobia (FB) are food-related personality characteristics that influence food-related perceptions, emotions, attitudes, and behavioral patterns of an individual [13]. Previous research on the topic has primarily focused on the influence of internal psychological aspects on external behaviors and attitudes, such as the daily menu preferences and choices of individuals, and predicting their intentions to purchase different foods in their daily lives [14].…”

Organic Vegetable Chips: Exploring Romanian Consumers’ Preferences in Relation to Socio-Demographic Factors

“…One of the most applied models in the consumer behavior approach is based on the Theory of Planned Behavior (TPB), which is also used to predict the intention and actual behavior of a consumer regarding the purchase of commodities [ 5 , 6 , 7 , 8 ]. One study [ 7 ] applied the TPB to understand the behavioral intentions in choosing healthy foods, purchasing snacks, or frequently purchasing classic potato chips, which have regained research interest due to global changes [ 9 , 10 , 11 ].…”

“…Researchers, such as Tomić Maksan and Jelić (2022) [ 6 ], consider attitude to be the strongest predictor, meaning that consumers who perceived the purchase of classic chips as important, enjoyable, and fun, as well as associated it with positive emotions, also had a stronger intention to buy them.…”

“…A buying habit is defined as a behavior that is performed automatically and without the individual’s awareness [ 6 , 12 ], while attitude is a favorable or unfavorable evaluation of a certain outcome (e.g., consuming fast food). Favorable attitudes support behavioral intention, while negative attitudes hinder it [ 7 ].…”

“…Favorable attitudes support behavioral intention, while negative attitudes hinder it [ 7 ]. Buying habits related to certain food products have been studied by some authors in the form of purchase frequency [ 6 ]. Attitudes have been studied concerning the food products evaluated as healthy/unhealthy and pleasant/unpleasant [ 13 ].…”