Bi-dimensional values and attitudes toward online fast food-buying intention during the COVID-19 pandemic: An application of VAB model
The purpose of the study is to determine the factors of online fast food-buying intention among Bangladeshi Millennials during the COVID-19 pandemic. The study adopted the Value-Attitude-Behavior (VAB) model and designed it as a higher-order constructs model to predict buying intention. Using a quan...
| Main Authors: | , , , , , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-11-01
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| Series: | Frontiers in Nutrition |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fnut.2022.894765/full |
| _version_ | 1811212264038989824 |
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| author | Chen Yan Abu Bakkar Siddik Mohammad Masukujjaman Qianli Dong Muhammad Hamayun Zheng Guang-Wen Abdullah Mohammed Ibrahim |
| author_facet | Chen Yan Abu Bakkar Siddik Mohammad Masukujjaman Qianli Dong Muhammad Hamayun Zheng Guang-Wen Abdullah Mohammed Ibrahim |
| author_sort | Chen Yan |
| collection | DOAJ |
| description | The purpose of the study is to determine the factors of online fast food-buying intention among Bangladeshi Millennials during the COVID-19 pandemic. The study adopted the Value-Attitude-Behavior (VAB) model and designed it as a higher-order constructs model to predict buying intention. Using a quantitative method (i.e., cross-sectional survey), data was collected from 325 respondents via a structured questionnaire and subsequently analyzed using Structural Equation Modeling (SEM) through AMOS software. The findings of the study revealed that convenience and food quality generate utilitarian values, while subjective norms and novelty-seeking form hedonic values. Also, utilitarian and hedonic values significantly affect cognitive and affective attitudes. As opposed to food quality, the cognitive attitude, affective attitude, self-identity, and subjective norms were observed to affect behavioral intention, with affective attitude producing the strongest association, albeit with the high explanatory power of the model. Consequently, this study offers a number of theoretical and policy implications to design better interventions that address public health regarding fast food consumption. |
| first_indexed | 2024-04-12T05:26:11Z |
| format | Article |
| id | doaj.art-e68c0bb157bd4aea91b62aa743fa5185 |
| institution | Directory Open Access Journal |
| issn | 2296-861X |
| language | English |
| last_indexed | 2024-04-12T05:26:11Z |
| publishDate | 2022-11-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Nutrition |
| spelling | doaj.art-e68c0bb157bd4aea91b62aa743fa51852022-12-22T03:46:18ZengFrontiers Media S.A.Frontiers in Nutrition2296-861X2022-11-01910.3389/fnut.2022.894765894765Bi-dimensional values and attitudes toward online fast food-buying intention during the COVID-19 pandemic: An application of VAB modelChen Yan0Abu Bakkar Siddik1Mohammad Masukujjaman2Qianli Dong3Muhammad Hamayun4Zheng Guang-Wen5Abdullah Mohammed Ibrahim6School of Economics and Management, Chang'an University, Xi'an, ChinaSchool of Management, University of Science and Technology of China (USTC), Hefei, ChinaDepartment of Business Administration, Northern University Bangladesh, Dhaka, BangladeshSchool of Economics and Management, Chang'an University, Xi'an, ChinaDepartment of Management Science and Commerce, Bacha Khan University, Charsadda, PakistanSchool of Economics and Management, Shaanxi University of Science and Technology (SUST), Xi'an, ChinaDepartment of Business Administration, Northern University Bangladesh, Dhaka, BangladeshThe purpose of the study is to determine the factors of online fast food-buying intention among Bangladeshi Millennials during the COVID-19 pandemic. The study adopted the Value-Attitude-Behavior (VAB) model and designed it as a higher-order constructs model to predict buying intention. Using a quantitative method (i.e., cross-sectional survey), data was collected from 325 respondents via a structured questionnaire and subsequently analyzed using Structural Equation Modeling (SEM) through AMOS software. The findings of the study revealed that convenience and food quality generate utilitarian values, while subjective norms and novelty-seeking form hedonic values. Also, utilitarian and hedonic values significantly affect cognitive and affective attitudes. As opposed to food quality, the cognitive attitude, affective attitude, self-identity, and subjective norms were observed to affect behavioral intention, with affective attitude producing the strongest association, albeit with the high explanatory power of the model. Consequently, this study offers a number of theoretical and policy implications to design better interventions that address public health regarding fast food consumption.https://www.frontiersin.org/articles/10.3389/fnut.2022.894765/fullfast foodmillennialvalue-attitude-behavior modelonline buying intentionCOVID-19 |
| spellingShingle | Chen Yan Abu Bakkar Siddik Mohammad Masukujjaman Qianli Dong Muhammad Hamayun Zheng Guang-Wen Abdullah Mohammed Ibrahim Bi-dimensional values and attitudes toward online fast food-buying intention during the COVID-19 pandemic: An application of VAB model Frontiers in Nutrition fast food millennial value-attitude-behavior model online buying intention COVID-19 |
| title | Bi-dimensional values and attitudes toward online fast food-buying intention during the COVID-19 pandemic: An application of VAB model |
| title_full | Bi-dimensional values and attitudes toward online fast food-buying intention during the COVID-19 pandemic: An application of VAB model |
| title_fullStr | Bi-dimensional values and attitudes toward online fast food-buying intention during the COVID-19 pandemic: An application of VAB model |
| title_full_unstemmed | Bi-dimensional values and attitudes toward online fast food-buying intention during the COVID-19 pandemic: An application of VAB model |
| title_short | Bi-dimensional values and attitudes toward online fast food-buying intention during the COVID-19 pandemic: An application of VAB model |
| title_sort | bi dimensional values and attitudes toward online fast food buying intention during the covid 19 pandemic an application of vab model |
| topic | fast food millennial value-attitude-behavior model online buying intention COVID-19 |
| url | https://www.frontiersin.org/articles/10.3389/fnut.2022.894765/full |
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