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

Authors

  • HAFIZA SOBIA TUFAIL COMSATS University Islamabad Vehari Campus, Pakistan & Institute of Business, Management & Administrative Sciences. The Islamia University of Bahawalpur, Pakistan Author
  • RANA MUHAMMAD SHAHID YAQUB Assistant Professor, Institute of Business, Management & Administrative Sciences. The Islamia University Bahawalpur, Pakistan Author
  • SIDRA RAMZAN Assistant Professor, COMSATS University Islamabad Vehari Campus, Pakistan Author
  • FAHAD JAVED BAIG Assistant Professor, the Islamia University Bahawalpur, Pakistan Rahim Yar Khan Campus Author

Keywords:

Environmental Concern (EC), , Price Consciousness (PC), Theory of Planned Behavior (TPB), Suboptimal Food (SOF)

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.

   

Downloads

Published

2022-06-30

Issue

Section

Articles

How to Cite

TUFAIL, H. S. ., YAQUB, R. M. S. ., RAMZAN, S. ., & BAIG, F. J. . (2022). TO BUY OR NOT TO BUY? CONSUMERS’ PURCHASE INTENTION TOWARD SUBOPTIMAL FOOD IN PAKISTAN. Bulletin of Business and Economics (BBE), 11(2), 93-103. https://bbejournal.com/BBE/article/view/342

Similar Articles

1-10 of 355

You may also start an advanced similarity search for this article.

Most read articles by the same author(s)