The role of extrinsic and intrinsic factors on the purchase intention toward processed food: a cross-sectional study in India Online publication date: Thu, 30-Nov-2023
by Shantanu Raj; Madhusmita Choudhury; Bidhu Bhusan Mishra; Aditya Ranjan Samal
International Journal of Business and Emerging Markets (IJBEM), Vol. 16, No. 1, 2024
Abstract: There is a prolific demand for processed food in the Indian market. Yet, the present literature needs a more comprehensive understanding of consumer purchasing intention towards processed food. Our study utilised the theory of planned behaviour to examine the relationship between extrinsic and intrinsic factors, attitude and purchase intention. The mediating role of attitude is also studied. The study is cross-sectional in nature, and the total number of responses gathered for the study is 375. The result is analysed through structural equation modelling. The result revealed that extrinsic factors and attitude significantly correlate with purchase intention. There is also a significant impact of the extrinsic and intrinsic factors on the purchase intention through mediating variable attitude. This finding has important implications for theory and practice.
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