Testing Model of Purchase Intention for Fast Food in Mexico: How do Consumers React to Food Values, Positive Anticipated Emotions, Attitude toward the Brand, and Attitude toward Eating Hamburgers?

Testing Model of Purchase Intention for Fast Food in Mexico: How do Consumers React to Food Values, Positive Anticipated Emotions, Attitude toward the Brand, and Attitude toward Eating Hamburgers?

This research investigated the effect of the food values, positive anticipated emotions, attitude toward the brand, and attitude toward eating a hamburger on purchase intention in fast-food restaurants in Mexico conjointly. The purpose of this study was to discover which variables influenced the con...

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Bibliographic Details
Main Authors: Héctor Hugo Pérez-Villarreal, María Pilar Martínez-Ruiz, Alicia Izquierdo-Yusta
Format: Article
Language:English
Published: MDPI AG 2019-08-01
Series:Foods
Subjects:
food values
positive anticipated emotions
attitude toward the brand
attitude toward eating a hamburger
purchase intention
Online Access:https://www.mdpi.com/2304-8158/8/9/369

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