Application of the extended theory of planned behavior to street-food consumption: testing the effect of food neophobia among Indian consumers

Abstract

PurposeThe purpose of the paper is to find out how food neophobia, perceived risk and perceived value affect their consumers' attitude and consumption intention toward street-food, when researching tourists' food consumption.Design/methodology/approachThe framework is tested using primary data collected from 445 tourists drawn from a main urban center of Jammu situated in northern India. Structural equation modeling (SEM) technique was used to analyze data using partial least squares (PLS) method.FindingsFindings of the study provide evidence that perceived value of the street-food vendor through word of mouth (WoM) positively influenced tourists 2019 attitudes and intention to consumer street-food, while food neophobia lead to negative attitude and intention to consume. The findings further indicate that a significant negative relationship exists between perceived risk and intention to consume street-food.Originality/valueAlthough several studies have been conducted in the past related to the food experiences of tourists at various destinations, the current study is the first attempt to offer an Asian perspective on and fresh insights into factors affecting tourists' street-food selection in unfamiliar environments. The paper is useful for both practitioners and academicians interested in tourist consumption behavior and food tourism, as it would help in developing effective marketing and operational strategies to develop tourism through street-vending management.