The Role of Beliefs, Pride, and Perceived Barriers in Decision-Making Regarding Purchasing Value-Added Pulse Products among US Consumers.

Sun-Hwa Kim,Wan-Yuan Kuo

doi:10.3390/foods11060824

Abstract

This study explores the underlying psychological structure of purchasing value-added pulse products. It expands the theory of planned behavior (TPB) model by incorporating an emotional factor and explains consumers’ attitudes and subsequent behavioral intentions in the context of value-added pulse products (VAPPs). The study results showed the significant effect of pride on the purchase intention of value-added pulse products, as well as the moderating effect of perceived barriers on some of the relationships among the variables. Although value-added pulse products are emerging as a means of income maximization in the agri-food industry, there is a lack of understanding about consumers who purchase these products. This study fills the gap by developing a research framework for agriculture-related businesses. The findings may provide further insights into consumers’ attitudes and behaviors in consuming agri-foods, thereby assisting pulse producers and marketers to develop a more effective marketing strategy.

Highlights

Pulses have significant health and nutritional benefits such as lowering calories or cholesterol and providing dietary fiber [1,2]
The purpose of this study is to extend a theoretical framework based on the theory of planned behavior (TPB) model [17] by including an affective factor, perceived barriers, and subsequent consumer behavioral intentions (i.e., word of mouth (WOM) and Willingness to pay (WTP)) in the context of value-added pulse products (VAPPs)
This study focuses on pride primarily in regard to the purchasing intention of VAPPs because pride is an emotion related to the performance of volitional behavior and selfcontrol [57]; it is cognition-dependent [58]

Summary

Introduction

Pulses (e.g., beans and chickpeas) have significant health and nutritional benefits such as lowering calories or cholesterol and providing dietary fiber [1,2]. Existing research on pulses (pulse research) has focused on the material properties and functionalities of diet [6,7] and Asian countries where pulses are commonly used in traditional dishes, largely missing the opportunities in the U.S to increase pulse consumption through understanding consumers who may purchase VAPPs [1]. This is problematic for the agri-food business, as consumer interest in VAPPs has increased significantly but is further expected to grow [4,8,9] in the U.S [10]. Studies remain descriptive and have raised the need for an in-depth investigation of how consumers engage, form attitudes, and their behavioral intentions associated with VAPPs in the U.S [10]

Objectives

Results

Discussion

Conclusion