Title: The role of extrinsic and intrinsic factors on the purchase intention toward processed food: a cross-sectional study in India

Authors: Shantanu Raj; Madhusmita Choudhury; Bidhu Bhusan Mishra; Aditya Ranjan Samal

Addresses: Centre for Agribusiness Management, Utkal University, Bhubaneswar, India ' GITAM School of Business, GITAM Deemed to be University, Visakhapatnam, Andhra Pradesh, India ' Sambalpur University, Jyoti Vihar, Burla, Sambalpur, Odisha, India ' Centre for Agribusiness Management, Utkal University, Bhubaneswar, India

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.

Keywords: extrinsic and intrinsic factors; attitude; purchase intention; structure equation modelling.

DOI: 10.1504/IJBEM.2024.135107

International Journal of Business and Emerging Markets, 2024 Vol.16 No.1, pp.21 - 49

Received: 07 Feb 2022
Accepted: 12 Apr 2023
Published online: 30 Nov 2023 *