Influencing factors for ready-to-cook food purchase intentions: a two-stage approach

Sanjoy Kumar Roy () and Amena Khatun ()
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Sanjoy Kumar Roy: City University
Amena Khatun: European University of Bangladesh

SN Business & Economics, 2024, vol. 4, issue 1, 1-31

Abstract: Abstract People are busy with their daily lives. This busy lifestyle changes their consuming attitudes and food habits. The current shift in consumer perspectives regarding their eating patterns has the potential to increase the popularity of ready-to-cook food (RTCF). Hence, it is essential to investigate consumers' buying intentions concerning RTCF. The primary aim of this investigation is to analyze the determinants that impact the willingness of consumers to buy RTCF. It expands the theory of planned behavior by adding six additional constructs. The survey included a convenience-selected sample of 314 educated female consumers. Contrary to previous studies that predominantly utilized structural equation modeling (SEM) methods, the present study employed a hybrid strategy combining SEM with artificial neural network (ANN) analysis to examine the empirical data. The study's results indicate that consumer attitude, perceived quality, price, safety, hygienic packaging, and preparation time significantly impact female consumers’ purchasing decisions regarding RTCF but not perceived convenience. The sensitivity analysis outcomes discovered that preparation time has the most considerable effect on the purchase intention of RTCF with 91.44% normalized importance, followed by perceived quality (84.91%), perceived price (77.19%), hygienic packaging (67.91%), consumer attitude (66.91%) and perceived safety (53.58%). Again, brand image significantly strengthens the positive relationship between consumer attitude and purchase intention. This research integrates the distinctive significance of stimulating variables that influence the purchase of RTCF and holds relevance for theoretical and managerial domains.

Keywords: Female consumer; Consumer attitude; Brand image; Purchase intention; Ready-to-cook food; ANN (search for similar items in EconPapers)
JEL-codes: M21 M31 M37 (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s43546-023-00611-4

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