Mukhamad Najib, Farah Fahma, Dwi Suhartanto, Retno Santi Sumardi and Mohamad Fazli Sabri
The purpose of this study is to analyze the factors affecting consumer`s intention to buy food supplements during COVID-19 pandemic using the expanding theory of planned behavior…
Abstract
Purpose
The purpose of this study is to analyze the factors affecting consumer`s intention to buy food supplements during COVID-19 pandemic using the expanding theory of planned behavior model. The variables of perceived information quality, trust and anxiety are integrated in the model of this study.
Design/methodology/approach
A total of 553 valid questionnaire responses were collected via an online survey in the epicenter of the pandemic in Indonesia, such as Jakarta and surrounding cities. To evaluate the causal links between latent variables, structural equation modeling was adopted using LISREL software. Before the research hypothesis had been tested, validity and reliability analysis was carried out to make sure the measurement can be used.
Findings
The findings indicate that perceived information quality influences trust and anxiety, and then both of them influence attitude toward food supplements. Moreover, the intentions to buy food supplements are determined by the consumer`s attitude.
Research limitations/implications
This study assumes all consumers have similar access to information because they are living in the greater Jakarta. Nevertheless, in fact, the access of information is not similar between age groups and locations. Future research may wish to differentiate evaluations of a full-information group from those of the limited-information groups.
Originality/value
This study provides a model of consumers` buying intentions toward food supplement products in the time of a health crisis such as the COVID-19 pandemic as a novelty. The implications of this study provide meaningful direction for marketing decisions and policy interventions in developing food supplement industries.
Details
Keywords
Mohammad Soliman, Naayama Al-Ghafri, Alicia Orea-Giner, Hafidh Al Riyami and Musallam S. Hawas Al-Aamri
This study examines how street food affects urban culture, economics and sustainable tourism. It examines how street food stands, as a cultural and economic phenomenon, influence…
Abstract
Purpose
This study examines how street food affects urban culture, economics and sustainable tourism. It examines how street food stands, as a cultural and economic phenomenon, influence consumer behaviour and local traditions, particularly in Oman’s evolving street food scene.
Design/methodology/approach
Adopting a quantitative research design, this study utilises an integrated model combining the Stimulus-Organism-Response (S-O-R) and Attitude-Social-Influence-Efficacy (ASE) models. This approach facilitates a comprehensive analysis of the factors influencing consumer behaviour towards street food consumption. The methodology includes surveys and structured interviews with consumers and vendors to assess perceptions, attitudes and behaviours linked to street food in Oman.
Findings
The research identifies key sociocultural, economic and marketing factors that significantly influence consumer engagement with street food. It highlights how traditional elements, such as local customs and societal norms, interplay with contemporary marketing strategies to shape consumer preferences and experiences. The findings suggest that street food not only enhances the culinary experience for travellers but also plays a crucial role in the sustainable development of local tourism economies.
Originality/value
This study contributes to the existing literature by providing a novel empirical exploration of street food consumption in Oman, a relatively underexplored area within tourism research. It offers valuable insights into how street food can be leveraged to bolster local economies and enrich the tourist experience through sustainable practices. By integrating the S-O-R and ASE models, this research provides a unique framework for understanding the dynamic relationship between street food culture and consumer behaviour in a Middle Eastern context.