Does Family Orientation and Religiosity Influence Customers to Purchase Food Through Online Food Retailers? An Empirical Analysis Using the Theory of Planned Behavior

Document Type : Research Paper

Authors

1 VIT-AP School of Business, VIT-AP University, Inavolu, Beside AP Secretariat, Amaravati, Andhra Pradesh, India

2 Department of Marketing and Strategy, IBS Hyderabad, ICFAI Foundation for Higher Education

10.22059/ijms.2024.379836.676897

Abstract

This paper examines the impact of sociocultural constructs such as family orientation and religiosity on attitude, subjective norms, and perceived behavioral control, which influence purchase intentions toward online food purchases. The study was conducted in two Indian cities: Hyderabad (South India) and New Delhi (North India). The target sample was selected using convenience sampling, and participants were interviewed using a structured questionnaire. Relationships between these constructs were assessed using Structural Equation Modelling with SPSS AMOS version 26. Participants with higher religiosity showed unfavorable attitudes toward purchasing food through online retailers. Family orientation negatively impacted attitudes, subjective norms, and perceived behavioral control regarding buying food online. However, participants with favorable attitudes, subjective norms, and perceived behavioral control showed a higher intention to purchase food through online channels. The findings open up opportunities for managers to create awareness among consumers about the food delivery process to align with family values and religious beliefs.

Keywords

Main Subjects

References

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Interdisciplinary Journal of Management Studies
Volume 18, Issue 2
April 2025
Pages 369-383

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