Drivers, inhibiting factors and facilitating factors influencing purchase intention of suboptimal foods among Taiwanese consumers

What is it about?

To elucidate the factors influencing suboptimal food (SF) purchase intention among Taiwanese consumers, this study extended the theory of planned behaviour (TPB) model by incorporating driving factors that encourage purchasing of SFs, that is, incorporating food waste awareness and personal norms. The inhibiting moderator of health consciousness and facilitating moderator of price consciousness were also considered. The research findings contribute to the understanding of the relevant factors that influence Taiwanese consumers’ SF purchase intention.

Featured Image