Consumers’ Perception Towards Buying Processed Cashew Nuts in India: An Investigation into Factors Determining Purchase Intension using Structural Equation Modelling

Journal of Nuts

مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 23 آبان 1402   

نوع مقاله: Original Article

شناسه دیجیتال (DOI): 10.22034/jon.2023.1989910.1234

نویسندگان

Kalee Prasanna Pattanayak¹؛ Brijlal Mallik^{* 2}؛ Sudhakar Tripathy³

¹Research Scholar, Centurion University of Technology and Management, Odisha, 761200, India

²Assistant Professor, Centurion University of Technology and Management, Odisha, 761200, India

³Professor, GIET University, Odisha, 765022, India

چکیده

The demand for processed cashews is on the rise in today's market. Businesses and policymakers must understand the factors that influence consumer choices when purchasing processed cashew nuts. This research paper focuses on understanding these factors in Odisha, India. A confirmatory factor analysis (CFA) was conducted with a sample size of 458 individuals using non-probability convenience sampling. This established the factor structures, followed by structural equation modelling (SEM) to assess the model's accuracy and test hypotheses. The analysis results revealed that three motivational factors (competence, independence, and affinity) and three perceived value factors (wellbeing, emotive response, and expediency) had a direct and positive influence on consumers' intentions to purchase processed cashew nuts. Additionally, eating attitude mediated the relationship between all motivational factors and all perceived value factors in purchasing processed cashew nuts. However, multiple regression analysis showed no correlation between socioeconomic variables and consumers' intentions to buy processed cashew nuts. The research findings provide insights into promoting processed cashew nuts within the food industry and supporting consumers in making healthier food choices, particularly in an Indian context.

کلیدواژه‌ها

Consumer perception؛ Eating attitude؛ Eating motivation؛ Processed cashew nuts؛ Purchase intention؛ SEM

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