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Determinants of Consumer Preference for Traditional Indian Cooking Practices: A Perspective Towards Healthy Food

Determinants of Consumer Preference for Traditional Indian Cooking Practices: A Perspective Towards Healthy Food

Mayanka Chhonker (De Montfort University, UK), Dilip Kumar (Manipal Academy of Higher Education, India), and Abhinav Kumar Shandilya (BIT Mesra, India)
Copyright: © 2024 |Pages: 18
DOI: 10.4018/979-8-3693-2065-5.ch013
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Abstract

Food plays a vital role in the growth and development of human beings and helps fight many diseases, shaping consumers' intentions and actual behaviour. Consumers prefer a healthy lifestyle in the current COVID-19 situation, where immunity is one of the most critical factors in fighting the deadly coronavirus. The constructs of the health belief model (HBM) and the theory of planned behaviour (TPB) plays an essential role in shaping consumers' preferences for food. To identify the determinants of consumers' choice for traditional Indian cooking practices, a mixed-method approach was followed in the study. Qualitative research prepared the base for quantitative research. First, an open-ended personal interview of 12 respondents was conducted to develop a questionnaire used for the quantitative survey. Exploratory factor analysis results helped identify the seven factors, i.e., behaviour, cues in action, social influence, perceived benefits, self-efficacy, perceived susceptibility, and readiness, as determinants of consumers' preference for traditional Indian cooking practices.
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2. Theoretical Background And Research Questions

Food plays a vital role in the growth and development of human beings and helps fight many diseases, shaping consumers' intentions and actual behaviour. The theory of planned behaviour (TPB) establishes the relationship between consumers' preferences and food habits. The variables of TPB, i.e., attitude, perceived behaviour control, and subjective norms, have a strong to medium association with intention and behaviour of dietary patterns (McDermott et al., 2015; Yadav & Pathak, 2016). Perceived behavioural control has the strongest predictive power of purchasing healthy or well-being food (Ates, 2019; Lim & An, 2021).

The strength of relationships of variables of TPB with intention may vary in other geographical locations. (Boobalan et al., 2021) noted attitude as a predictor of intent to adopt organic food in the United States, whereas subjective norms in India. Further, (Voon et al., 2011) explained that attitude and subjective norms are positively related to willingness to pay in the case of organic food, and affordability has no impact. The choice of healthy food behaviour largely depends on friends' and family members' opinions (Samoggia & Riedel, 2020).

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