Application of the extended theory of planned behavior to street-food consumption

Testing the effect of food neophobia among Indian consumers

Bibliographic Data

ID21296582
AuthorsSuvidha Khanna (0000-0003-4345-2018, University of Jammu), Komal Nagar (0000-0002-3005-2448, University of Jammu), Vinay Chauhan (0000-0002-0560-3981), V S Chauhan (0000-0002-6507-1585, University of Jammu), Sheetal Bhagat (University of Jammu)
Year2022
Volume124
Issue2
Pages550-572
Publication date2022-01-14
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueBritish Food Journal (JOURNAL)
Journal identifiersISSN: 0007-070X • E-ISSN: 1758-4108
PublisherEmerald (PUBLISHER)
DOI10.1108/bfj-04-2021-0403
OpenAlexW4200202495
LanguageEN
Citations received10
References cited117

Purpose The 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/approach The 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. Findings Findings 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/value Although 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

Advertising · Affect (linguistics) · Agricultural economics · Business · Consumer behaviour · Consumption (sociology) · Economics · Food consumption · Geography · Hypermarket · Neophobia · Originality · Situated · Sociology · Structural equation modeling · Tourism · Value (mathematics) · Consumer Behavior in Brand Consumption and Identification · Culinary Culture and Tourism · Diverse Aspects of Tourism Research · Marketing · Psychology · Social Psychology

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