Factors Influencing Purchase Intentions for Infant and Young Children's Complementary Foods: The Mediating Impact of Product Knowledge and Food Safety Awareness
International College, Krirk University Bangkok, Thailand.
Wong Ming Wong
International College, Krirk University Bangkok, Thailand
Abstract
The Theory of Planned Behaviour is used to determine the major factors that influence purchase intentions when selecting food items for infants and young children. This study suggests that future research should examine the impact of product knowledge and food safety consciousness on the TPB hypothesis and purchase intentions. The quantitative method will be employed to distribute questionnaires to parents and carers of OHC and IYCF products across various urban areas in Guangxi. The information collected, along with the key variables of the current or potential consumers of the complementary foods, underwent the process of Structural Equation Modelling. The study demonstrates a direct relationship between purchase intentions and the independent variables, including behavioural attitude, subjective norms, and perceived behavioural control towards IYCF/OHC products. This study also found that additional factors may play a role in influencing informed purchasing, such as product knowledge and awareness of food safety. In relation to the ongoing study, public health practitioners, policymakers, and marketers have taken note of the practical implications, specifically in terms of social influence and perceived ease when it comes to making purchase decisions. Furthermore, it is crucial to be alert and make informed choices when there is enhanced information available about the product's nutritional and safety content. Thus, it is logical to conclude that a deeper understanding of product knowledge related to nutrition and safety can result in informed decision-making. Thus, this study makes a valuable contribution to the existing literature on consumer behaviour by exploring various relevant behaviours. It also improves the Theory of Planned Behaviour by including product knowledge and food safety in the model.