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Street food consumer behaviour decoded: analysing decision-making styles, risk factors and the influential power of social media celebrities

Guanqi Zhou, Saqib Ali

British Food Journal

ISSN: 0007-070X

Article publication date: 12 February 2024

Issue publication date: 15 March 2024

585

Abstract

Purpose

This study aims to investigate consumer decision-making styles (CDMS) in the context of street food. In addition to the original CDMS constructs, two additional constructs, namely food safety risks and environmental risks, were included based on relevant literature. Furthermore, the study explores the moderating role of social media celebrities (SMCs) in bridging the intention-behaviour gap in street food consumption behaviour.

Design/methodology/approach

The data were collected through an online survey, with 300 participants providing useable responses. Partial least squares (PLS) analysis was employed to analyse the data.

Findings

The findings indicate that out of the eight identified CDMS, six styles, specifically recreational (hedonistic shopping consciousness), price consciousness, novelty-seeking, impulsiveness, confusion due to over-choice and brand loyalty, significantly influence consumers' intention to consume street foods. Additionally, the results support the moderating role of SMCs. This suggests that the presence and influence of SMCs play a significant role in shaping consumers' intention and behaviours towards street food consumption.

Originality/value

This study contributes significantly to the literature by adding two additional constructs, namely safety risks and environmental risks in CDMS. Moreover, this study fulfils the intention-behaviour gap in street food literature by exploring the moderation effect of SMCs.

Keywords

Citation

Zhou, G. and Ali, S. (2024), "Street food consumer behaviour decoded: analysing decision-making styles, risk factors and the influential power of social media celebrities", British Food Journal, Vol. 126 No. 4, pp. 1781-1805. https://doi.org/10.1108/BFJ-07-2023-0654

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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