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AN EMPIRICAL STUDY OF ATTITUDE TOWARDS FOOD IN INDIA

Madan Lal
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Madan Lal: Banaras Hindu University, India

Journal of Applied Management and Investments, 2012, vol. 1, issue 4, 418-425

Abstract: 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)
Date: 2012
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