TO BUY OR NOT TO BUY? CONSUMERS’ PURCHASE INTENTION TOWARD SUBOPTIMAL FOOD IN PAKISTAN

Abstract

Food waste reduction have global attention by promoting suboptimal food. The purpose of the study is to develop an extended Theory of Planned Behavior (TPB) research model, which includes price consciousness and environmental concern to predict suboptimal food purchase intention. The data was collected through survey (paper and online based) from grocery consumers. In total, 420 respondents were from cities of southern Punjab Pakistan namely Multan, D G Khan, Bahawalpur, and Rahim Yar khan.  SPSS 22 was used to analyze data. The findings revealed that the constructs of TPB, such as attitude (ATT), subjective norms (SN) and perceived behavioral control (PBC) have significant effect on consumer purchase intention (PI). Consistently, price consciousness (PC) and environmental concern have positive affect on consumer purchase intention (PI). The findings add to the growing body of knowledge about suboptimal food purchase intentions, especially in developing nations like Pakistan. For marketers, and sellers the findings have both theoretical and practical implications.