Positive Purchase Intention Research Articles

Is Metaverse Intended for Purchasing? An Empirical Investigation

The metaverse, a digitally accessed immersive virtual environment, has the capacity to transform online retail by providing consumers with distinctive product experiences. This study examines how consumers behave when using metaverse platforms for purchasing. It specifically looks at how trust and perceived enjoyment play a part in influencing their desire to make a purchase. A quantitative methodology was utilized, with a total of 483 undergraduate students taking part in an experiment that entailed engaging with a metaverse retail platform called Decentraland, as well as completing a questionnaire that they administered to themselves. The results of the structural equation modelling analysis showed that the consumer's attitude towards the metaverse platform had a substantial positive effect on trust (β = 0.53) and perceived enjoyment (β = 0.39). These factors, in turn, had a favorable impact on purchase intention (β = 0.42 and β = 0.62, respectively). Furthermore, it was discovered that trust (with an indirect effect of 0.223) and perceived enjoyment (with an indirect effect of 0.241) play a major role in mediating the connection between customer attitude and purchase intention. The results enhance our comprehension of consumer behavior within the metaverse framework, highlighting the significance of cultivating trust and enjoyment to stimulate positive purchase intentions. The paper examines the consequences of the study for both theoretical and managerial perspectives. It emphasizes the importance for creators of metaverse platforms and brands to prioritize methods that build trust and boost the perceived satisfaction of users through immersive, interactive, and engaging virtual experiences. Proposed future study directions aim to overcome restrictions and broaden the scope of investigation as the metaverse continues to develop.

The Impact of Online Reviews on Consumers’ Purchase Intentions: Examining the Social Influence of Online Reviews, Group Similarity, and Self-Construal

Consumers often rely on evaluations such as online reviews shared by other consumers when making purchasing decisions. Online reviews have emerged as a crucial marketing tool that offers a distinct advantage over traditional methods by fostering trust among consumers. Previous studies have identified group similarity between consumers and reviewers as a key variable with a potential impact on consumer responses and purchase intention. However, the results remain inconclusive. In this study, we identify self-construal and group similarity as key factors in the influence of online review ratings on consumers’ purchase intentions. We further investigate the role of consumers’ self-construal in shaping consumers’ perceptions of online reviews in terms of belongingness and diagnosticity. To test the hypothesis, we conducted a 2 (online review rating) × 2 (group similarity) × 2 (self-construal) ANOVA on 276 subjects collected through Amazon Mechanical Turk (MTurk), and contrast analysis and PROCESS macro model 12 were used for the interaction effect analysis and moderated mediation analysis. Our findings reveal that consumers with an interdependent self-construal are sensitive to both review ratings and group similarity with regards to their purchase intentions. They demonstrate a positive purchase intention when both group similarity and online review ratings are high. However, their purchase intention is not influenced by review ratings when group similarity is low. Conversely, consumers with an independent self-construal exhibit a more positive purchase intention when the online review rating is high, irrespective of group similarity. Additionally, our study highlights the mediating roles of perceived diagnosticity and belongingness in the relationship between online review ratings, group similarity, self-construal, and purchase intentions. Results show significant indirect effects for perceived diagnosticity and belongingness, meaning that the impact of online review ratings on purchase intention is mediated by these two variables. The outcomes of our research offer theoretical and practical implications concerning online reviews and suggest new avenues for future research in the area of online consumer behavior.

Targeted information intervention among consumer clusters for electric vehicle penetration – A case study of Punjab, India

Low success rates of existing EV adoption policies in India highlight the need for targeted policies to boost EV adoption. The current study employs a single-arm information intervention to analyse the impact of information provision on electric vehicle (EV) adoption among consumer clusters in a developing country context. Using Gaussian Mixed Modelling clustering, the sample was grouped into four segments based on three psychological latent variables. Clusters with greater pro-environmental values had higher pre-intervention positive purchase intention, signifying that policies aimed at promoting EVs among environmentally conscious consumers have higher chances of success. The intervention showed significant desirable changes in every cluster. Results indicate that such campaigns would achieve higher success in consumer clusters with low eco-friendliness. Appropriate measures for each cluster are suggested. The characteristics of consumer clusters with higher pre-intervention purchase intention could serve as guidelines for businesses and governments while formulating new and updating their existing EV policies.

Informative and peripheral metaverse: Which leads to experience? An investigation from the viewpoint of self-concept

The growth of the Metaverse has been massive in the last two years. However, limited evidence exists to understand how consumers perceive it as a potential retail space. This study investigates the effect of information (central route) and design (peripheral route) to experience and its subsequent impact on purchase intention and continuation intention in the Metaverse. The study also employed actual and ideal self-congruence to test its indirect effect on the model. This study was conducted using a simulated metaverse space by employing a 3x3 factorial design in which the data was collected from 354 participants. The results indicate that information and design are crucial in developing a metaverse experience, which builds positive purchase and continuation intentions in metaverse space. It was also found that ideal self-congruence with the Metaverse significantly creates an indirect relationship effect. The study extends theoretical knowledge of various theories and metaverse literature and suggests implications to managers.

Understanding and Mitigating the Purchase Intention of Medicines Containing Saiga Antelope Horn among Chinese Residents: An Analysis of Influencing Factors

The unsustainable demand for wildlife and its derivatives poses a threat to global biodiversity, requiring attention and intervention. This study investigates the intent to purchase medicines containing saiga antelope horn among respondents in China. Drawing on an expanded theoretical framework rooted in a planned behavior model, and analyzing 576 valid data points collected through online research, this paper employs a structural equation model to consider influencing factors across six dimensions: attitude, subjective norm, perceived behavioral control, consumption experience, protective cognitive level, and personal characteristics. The findings reveal that 31.25% of respondents harbor a positive purchase intention toward medicines containing saiga antelope horn. Additionally, attitude, subjective norm, perceived behavioral control, and consumption experience exhibit positive associations with the purchase intention, while the protective cognitive level demonstrates a negative impact. A significant gender gap was identified, with women displaying a greater inclination to purchase compared to men. To support the global conservation efforts of the saiga antelope, this paper advocates for strategic interventions. Recommendations include reinforcing public science education, fostering awareness, advancing the research and development of alternative medicines, strengthening internal market controls, and employing targeted marketing strategies to shift consumer preferences. These measures collectively contribute to a holistic approach aimed at reducing the demand for wildlife products and safeguarding the saiga antelope population.

The effect of new e-commerce platform's OSC promotion on consumer cognition: from cognitive legitimacy and cognitive psychology perspective.

In the realm of emerging e-commerce platforms, the influence of online shopping events, specifically online carnival promotions (OSC), on consumer behavior is a significant area of interest.This paper delves into the effects of such promotions on consumer perceptions, a topic that has not been extensively explored in academic research. To investigate this phenomenon, two distinct studies were conducted. The first study employed a questionnaire-based experiment involving 220 participants, divided into two groups. The first study examined the mediating role of cognitive legitimacy in the relationship between OSC events organized by new e-commerce platforms and the perceptions of consumers. The second study utilized an event-related potentials (ERPs) experiment with 33 participants to explore the differences in consumer perceptions between OSC promotions and general promotions by new e-commerce platforms. This study measured the brain's response to promotional stimuli to gain insights into the cognitive processes involved. The first study yielded results that suggest OSC activities can facilitate the establishment of cognitive legitimacy for new e-commerce platforms. This, in turn, was found to be associated with an increase in positive purchase intentions among consumers. In the second study, the ERPs data indicated that exposure to OSC promotional materials elicited larger P2 and N2 ERP components when participants were presented with the logo of a new e-commerce platform. This was in contrast to the response to general promotional materials, suggesting a heightened cognitive and perceptual engagement with OSC promotions. The findings from both studies collectively imply that OSC promotions have a distinct impact on consumer perceptions and cognitive processes. The implicit memory triggered by these promotions appears to influence the identification of new platforms and the mechanisms of cognitive control during online shopping. This, in turn, may have implications for explicit consumer behavior, suggesting that OSC promotions could be a powerful tool for shaping consumer attitudes and behaviors in the e-commerce space. The results underscore the importance of understanding the nuances of consumer engagement with new e-commerce platforms and the role of promotional strategies in fostering a positive brand image and consumer loyalty.

The Influence of Social Exclusion and Anthropomorphized Brand Roles on Consumers’ Purchase Intention

Anthropomorphism is a prevalent practice in Chinese marketing practices. For instance, companies may speak to customers in a sweet, human-like tone or utilize anthropomorphized imagery to grab their interest. However, additional theoretical studies are necessary. From the perspective of compensatory consumption, based on the temporal need-threat model and the three-factor theory of anthropomorphism, this paper explored the mechanism of social exclusion, anthropomorphized brand roles, and consumers’ purchase intention, as well as the moderating effect of self-construal through two experiments. The results of study 1 showed that social exclusion and anthropomorphized brand roles jointly influenced consumers’ purchase intention. When rejected, consumers were more willing to purchase anthropomorphized partner (vs. servant) brands. When ignored, consumers preferred to purchase anthropomorphized servant (vs. partner) brands. The results of study 2 showed that self-construal played a moderating effect in this mechanism. For interdependent self-construal consumers to be rejected, the anthropomorphized partner (vs. servant) brands were more likely to promote positive purchase intention. For independent self-construal consumers to be ignored, anthropomorphized servant (vs. partner) brands were more likely to promote positive purchase intention. The conclusions encourage enterprises to take into account both situational factors and consumers’ traits when creating anthropomorphized marketing strategies.

The Effect of Conspicuous Consumption on Consumer Purchase Intention: The Mediating Role of Perceived Value

Purpose - The rapid recent growth of China’s economy and the emergence of a global consumer culture have increased conspicuous consumption among Chinese consumers. This research investigates how conspicuous consumption influences Chinese consumers’ purchase intentions toward global brands as mediated by perceived brand value.
 Design/Methodology/Approach - Data were collected through the conduct of a survey among Chinese consumers. The PROCESS Macro model was used to test the mediating effects of perceived functional, social, and emotional value.
 Findings - The study found that Chinese consumers with conspicuous consumption tendencies possess positive purchase intentions toward global brands. Study 1 indicated that consumers’ perceived social and emotional value mediates the relationship between conspicuous consumption and purchase intention for hedonic products. For utilitarian products, Study 2 showed that the relationship is mediated by consumers’ perceived functional and emotional value. Perceived emotional value plays a critical role in the relationship between conspicuous consumption and purchase intention for both product types.
 Research Implications - This study contributes to the scarce literature about the positive relationship between conspicuous consumption and global brands in emerging markets. Marketing strategies in emerging markets should concentrate on status-related consumption and market segmentation. These findings are expected to contribute to international marketing and global brand management, providing valuable insights into the purchasing motives of consumers for global brands.

Evaluation of consumer usage behavior for interactive entertainment: A Netflix case study

The streaming business has been continuously rising in the market and movie streaming applications are trying to break boundaries. Netflix, one of the top streaming platforms hence created the interactive entertainment like Bandersnatch and Kaleidoscope to compete with the close call streaming platform market. As interactive entertainment continues to gain popularity, questions regarding how it affects user acceptance and satisfaction are being raised. Using the UTAUT2 model, this study analyzed the usage behavior of 847 valid respondents. Analyzing the latent variables simultaneously, structural equation modeling was considered to completely assess the usage behavior among users towards interactive entertainment. Results showed that facilitating conditions aside from behavioral intentions prompted the most significant factor, followed by hedonic motivation, habit, performance expectancy, and social influence. It was also seen that price value played a significant role with the account sharing capabilities provided by Netflix. Results have shown that watching interactive entertainment is a pleasant experience, wherein consumers would engage with the type of movies or series frequently when available and will spend more time in watching it. This presented a positive purchase intention for an account on Netflix when they are provided with more interactive entertainment among users. With Netflix’s establishment of the new way of entertainment, this study would provide a benchmark analysis of how likely people would consider interactive entertainment. Moreover, the findings of this study could be utilized by other streaming platforms, especially the companies that wanted to consider the path of future entertainment through interactive entertainment.

Electrifying Consumer Choices: Unveiling the Road to Green Intentions and EV Adoption

Electric vehicles (EVs) are considered to combat environmental issues globally, including Indonesia, where transportation is believed to contribute to air pollution and greenhouse gas emissions. This study analyzed consumers’ attitudes and intentions to purchase electric vehicles in Jakarta by focusing on environmental concerns, perceived usefulness, and incentives. Descriptive quantitative data were used in this study. Data were collected from 156 respondents using a questionnaire with a purposive sampling technique and analyzed using structural equation modeling with SmartPLS. The study found that environmental concerns, perceived usefulness, and incentives positively and significantly affected consumer attitudes. Consumer attitudes mediate the relationship among perceived usefulness, incentives, and purchase intention, indicating that information about electric vehicles and incentives can shape positive consumer attitudes and lead to positive purchase intentions. However, environmental concerns only affect consumer attitudes and do not directly affect purchases. Therefore, it is recommended to better explain the benefits of electric vehicles in terms of environmental protection and cost efficiency, as well as incentive policies for purchasing electric vehicles, to influence consumer behavior and purchase intentions.

Impact of circular economy information on sensory acceptability, purchase intention and perceived value of upcycled foods by young consumers

The acceptability of upcycled foods is influenced by individual, context and product-related factors. This study aimed at investigating the impact of circular economy (CE) information on consumers’ sensory acceptability, purchase intention and perceived value of upcycled foods, taking into account eating behaviours and personality traits that could be related to the consumers' sustainable consumption habits. To this aim, a group of young subjects (n = 80, 18-35 years old) participated in a two-step study. Firstly, an online questionnaire was administered to participants to gather information about their individual characteristics. Then, participants were divided into two groups, one receiving CE information (CE+) and one not receiving it (CE-), and they were asked to indicate the sensory acceptability, purchase intention and the perceived value of three upcycled foods, such as biscuits with grape pomace flour, beer brewed with leftover bread and a dairy product made from recovered crushed cheese. Questionnaire results showed that high individual responsibility, interest in healthy foods and high awareness of the social impact of their behaviours could be linked to a positive purchase intention for upcycled foods, as opposed to individual disgust sensitivity. No significant effect of CE information (p > 0.05) on sensory acceptability and purchase intention of all three upcycled foods was observed. Moreover, application of Principal Component Analysis (PCA) to the sensory data resulted in satisfactory classification of upcycled foods in terms of perceived values, explaining 86.83% of data variability: the first principal component discriminated samples according to product category whereas the second principal component was able to clearly separate products according to CE information. Findings from this study provided valuable insights into the key individual characteristics that impact sustainable consumption habits, also highlighting the role of communication strategies in shaping consumer perceptions of upcycled foods so as to encourage a more sustainable consumption behaviour.

The Impact of Social Media Influencer (SMI) Characteristics on Consumer Purchase Intention (CPI) of Beauty and Personal Care (BPC) Products in Sri Lanka

Influencer Marketing is a form of social media promotion that incorporates the promotion of products and the placement of influencers' endorsements. These influencers are known for having a high level of expertise and attractiveness. It is common for people to misunderstand this and confuse Influencer Marketing with celebrity marketing. There may be some overlap, but a person's perceived popularity alone is insufficient to create successful influencer marketing. Many influencers have built huge communities to whom they promote an agreed product or activity. Different SMIs’ characteristics lead consumers to have positive purchase intentions towards the products in which they are promoting. However, such effects of influencer characteristics on purchase intention of various products in the Sri Lankan market have not been adequately researched. Moreover, it appears that the BPC product market has not been investigated as well. The purpose of this study is to bridge this research gap by examining the impact of SMIs’ characteristics on the purchase intention BPC products among Sri Lankan consumers, with an emphasis on identifying if there are significant impact on the consumers’ attitudes towards the influencers as well. The data was obtained using a self-administered structured questionnaire from 202 consumers who uses social media in Sri Lanka. It was later analyzed using various statistical techniques such as descriptive analysis, simple linear regression, multiple linear regression, and mediation analysis. The findings demonstrated that credibility is having a more impact on purchase intention of BPC products promoted by SMIs than the attractiveness of them. The findings also revealed that consumers’ attitude towards the SMIs is having a major impact on purchase intention of BPC products promoted by the SMIs through the significant complete mediation.

Explaining media effect of green advertising on audience attitude

PurposeThis study aims to establish two aspects: first, whether green advertising through multiple media (repetition versus reversal) generates a positive purchase intention than green advertising with a single medium repeat one medium at different levels of product involvement (high versus low level). Second, whether a green advertisement presented through multiple media influences green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and green purchase intention (GPI) than a green advertisement presented through single medium repetition under different level of product involvement, green advertising, media effects, consumer attitude, purchase intention and product involvement.Design/methodology/approach3 × 2 mixed factorial design is used to examine the audience exposure towards repetitive green ads on multiple media sources such as television, the internet and print. This has a more significant impact on environmental claims in terms of green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and GPI compared to audiences exposed to the same ads on a single medium under high level and low level of product involvement.FindingsThe audience was exposed to several media situations, repeating green advertising, has a more significant impact on environmental claims in terms of green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and purchase intention rather than for the audience who encounter a green ad with a high and low degree of product involvement in a single medium.Originality/valueOnly a few studies have measured media synergy effects, and to the best of the authors’ knowledge, no one has measured media effects on green advertisements. By examining different media combination effects of green ads on the audience, the knowledge of green marketing communication and its marketing strategies has been expanded.

The Factors Affecting Purchase Intention of university students in Fast Food Industry in Quetta. Pakistan

Purchase intention is a crucial factor that affects fast food usage as it reflects the individual's willingness to buy a product or service. In the fast-food industry, purchase intention is particularly important because it can determine the success or failure of a business. If a consumer has a positive purchase intention towards a particular fast-food brand, it is more likely that they will purchase from that brand repeatedly. On the other hand, if a consumer has a negative purchase intention, they may choose to purchase from a competitor or not purchase at all. This article explores the factors that influence the purchase intention of university students in Quetta, Pakistan, in the fast-food industry. The aim of this study is to explore the factors namely, physical environment and health consciousness which affect the purchase intension of universities students. The study uses a quantitative approach, and data was collected from 300 university students through a self-administered questionnaire. Statistics software (SPSS V23) was used to analyze the data. The results indicate that factors such as physical environment and health cautiousness have a significant impact on the purchase intention of university students. Furthermore, the study also suggests that demographic variables such as gender, age, and income have a moderate influence on purchase intention. The findings of this study have important implications for fast-food businesses operating in Quetta, as they can use these factors to develop effective marketing strategies to target the university student market.

‘Seeing is experiencing’: impact of showcasing fashion merchandise on digital platforms

Purpose The principal purpose of this study is to analyze the consumer emotions on virtual merchandising in the context of social consumption ecosystem driven by value and lifestyle across the big middle consumer segment. Design/methodology/approach The qualitative information has been collected from 114 respondents selected through snowballing technique within the metropolitan area of Mexico City. A semi-structured research instrument was used to conduct the in-depth interviews online. Findings The results of the study indicate that technology-led virtual merchandising stimulates arousal and merriment among consumers, which converges the self-image congruence and appearance similarity. The subjects of the study have endorsed that visual stimulus leading to self-image and body image congruence develop consistent arousal and merriment, which lead to positive purchase intentions and buying decisions and inculcate the perception as seeing is experiencing. Research limitations/implications The samples drawn for this study may also limit the possibilities of generalization of the study results and map the consumer behavior in a predetermined pattern. Practical implications This study is founded on the theoretical maxims of theory of visual perceptions, cognitive theory of reasoning, theory of appearance and reality and Heider’s balance theory and contributes to these theories by explaining the relationship between the social self-concept and self-image congruence. Social implications Firms retailing online fashion apparel should also be engaged in developing user-generated contents through communications on social media encouraging experiential videos, slogans and reviews. Originality/value This paper significantly contributes to theoretical and practical implications on virtual shopping, emotions and beliefs and consumption culture.

What makes people hesitant from circularity: An analysis of risk, marketing mix, cost and inconvenience

AbstractThe circular economy (CE) concept has attracted significant research and practical momentum. Nevertheless, knowledge about its relationships to consumption and disposal from consumers' standpoint is still fragmented. Most CE consumer‐centric research ends with a consumer's intention to purchase. As a result, this study intends to fill several research gaps by presenting a framework that goes beyond purchase intention and, consequently, incorporates both actual purchase behaviour and circular disposal, as well as their predictors. We gathered survey data from 489 Indian consumers and the proposed research claims were tested by adopting a structural equation modelling approach. The findings demonstrate that pricing advantage and product quality negatively impact perceived risk and positively impact perceived value. The main results confirm that the perception towards marketing mix plays a significant role in generating positive purchase intention. Furthermore, the indirect influence of the perception towards marketing mix on actual purchase behaviour is stronger than the direct influence. Both actual purchase behaviour and disposal convenience positively impact circular disposal behaviour. Meanwhile, the higher disposal costs discourage customers from circular disposal. This research has important implications for researchers and managers seeking to understand how to foster the circularity rate among consumers.

Measurement and validity of Jennifer Aaker’s brand personality scale for Indian apparel brands

In modern business, the rivalry has shifted from price to non-price, necessitating the use of not just the market, but also marketing tactics. Consumers are frequently connected to a product or a brand that is associated with their own identity. Positive purchase intention may be established through successful Brand personality as customers develop associations in their mental maps by responding to a brand. This study attempts to investigate whether the brand personality dimensions proposed by Aaker (1997) may be applied to Indian apparel businesses targeted at Generation Y. The study’s findings support the commonly acknowledged dimensions of brand personality, which are vigorous, integrity, charismatic, uniqueness, and versatility. However, due to the postmodern lifestyle of Generation Y, ruggedness was not extracted. The study discovered a new personality dimension for apparel brands that are Unique and versatile and might be further explored in more detail in the future. We offer recommendations for apparel brand managers on different marketing mix activities they might use to communicate alternative brand personas to Generation Y.

What drives attitude, purchase intention and consumer buying behavior toward organic food? A self-determination theory and theory of planned behavior perspective

PurposeThe current study aims to investigate the impact of various types of motivational factors on consumers' behavior regarding the purchase and consumption of organic food. A favorable attitude among consumers may translate into positive purchase intention and actual buying behavior. For this, variables have been extracted from well-established theories, i.e. self-determination theory (SDT) and theory of planned behavior (TPB), to address the issue more proficiently.Design/methodology/approachA self Administered close-ended questionnaire was distributed to twelve hundred and sixty-five consumers using purposive sampling technique. Seven hundred and eighty-seven responses were retained after preliminary analysis. Partial least squares structural equation modeling (PLS-SEM) was applied using SmartPLS 3 to analyze validity and reliability. Furthermore, 5,000 boot-strapping method was used to test hypotheses.FindingsThe findings of the study suggested that two of the SDT variables [external regulations (ER) and integrated regulation (IR)] lead to a significant impact on “consumers” attitudes, while the effects of intrinsic motivation (IM) and introjected regulation (INR) appeared to be insignificant. All the variables extracted from TPB (attitude, subjective norm, perceived behavioral control, purchase intention, and buying behavior) appeared to have a significant impact, while the trust was found to moderate the relationship between attitude (ATT) and purchase intention (PI). Moreover, the values of Q-square depicted that the combined model had more predictive relevance (BB = 0.153; PI = 0.211), as compared to the TPB model (BB = 0.147; PI = 0.186).Originality/valueMarketers can make use of the study's findings to develop marketing strategies by considering particularly extrinsic motivational influences. Hence, advertising could be used to emphasize extrinsic benefits such as increasing individual self-esteem through social status (positive consequences) and appealing to consumers' desire for communal or societal approval. Such campaigns should also consider external regulatory factors, such as the fear of having hazardous effects on the individual's health due to the use of inorganic and processed food. Furthermore, policymakers can develop a sense of trust in the legitimacy of organic labeling by educating consumers about various organic certifications.

Comparing the Impact of Brand and User-Generated Video Content on Online Shoppers’ Purchasing Intentions

Abstract Social media enables users to share their purchase experiences. Nevertheless, video content marketing tactics enable companies to influence the attitudes of online shoppers to increase their purchase intentions. The paper solves the research problem of using video content marketing to differentiate between brand and user-generated videos to increase positive customer purchasing intention in the case of Instagram. It aims to find the differences between brand and user-generated videos, which determine online shoppers’ positive purchase intention toward e-commerce on Instagram. Two online questionnaires were distributed to participants, and comparisons were made between related factors. The findings suggest that content marketing on Instagram is vital in driving consumer attitudes and purchase intentions. Consumers are not driven by a certain content marketing approach if the content is of a certain level of complexity. As a result, user-generated videos have become an essential Instagram strategy; brand videos, on the other hand, are less effective.

Consumer’s purchase intention and consumption of convenience food: the role of socio-demographic and economic determinants

The research aimed to examine the relationship between marital status, gender, age, employment status, meal patterns, family income, food price, food availability and purchase intention and consumption of convenience food. The confirmatory factor analysis and structural equation modelling were adopted to analyse the data obtained from 501 consumers. The confirmatory factor analysis indicates the good internal consistency and reliability of scale items as well as confirmed the convergent and discriminant validity of the constructs. The fit indices demonstrated adequate fit of measurement and structural models. The path analysis of the structural model highlights the positive relationship between marital status, employment status, meal patterns, family income, food price, food availability and purchase intention and consumption of convenience food. The gender and age of consumers were not linked with the purchase intention of convenience food. The path analysis of the structural model also revealed that marital status was the most important determinant, followed by food price, meal pattern, family income, employment status and food availability influencing purchase intention and consumption of convenience food.