AN EMPIRICAL STUDY OF ATTITUDE TOWARDS FOOD IN INDIA
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Madan Lal: Banaras Hindu University, India
Journal of Applied Management and Investments, 2012, vol. 1, issue 4, 418-425
The paper aims at studying consumers’ attitude towards food, subjective norms and intentions affecting food behaviour. Both primary and secondary data has been used for the study. Primary data from a sample of 362 consumers is collected using a modified questionnaire based on theory of planned behaviour (TPB). Examination of the estimated coefficients indicates that, the basic structure of the TPB model holds true. Hypotheses are tested by applying structural equation modelling technique for validation of proposed model. The model returned good fit.
Keywords: attitude; food; subjective norms; intentions; behaviour; belief; purchase; perceived (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:ods:journl:v:1:y:2012:i:4:p:418-425
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