Effect of lifestyle, and health consciousness on street food purchase intention using the TPB model

Purpose The objective of this study was to check the respective effects of perceived food value (PFV), perceived food quality (PFQ), and convenience (CON) on perceived behavioural control (PBC), subjective norms (SUN), and attitude (ATT). The study also assesses the effect of PBC, SUN, ATT, consumer lifestyle (COL), and health consciousness (HEC) on street food purchase intention (SFP). Design/methodology/approach To evaluate the framework, primary data were gathered through a questionnaire, from 386 street food consumers from Anand and Gandhinagar cities located in the State of Gujarat, India. An online and paper-pen survey was used to collect the data. The partial least squares-structural equation modelling technique was applied to the analysis of the data. Findings Results indicated that attitude (ATT) and SUN were the most significant predictors of street food purchase intention (SFP), whereas PBC showed limited influence. PFQ significantly influenced all three core constructs of the Theory of Planned Behaviour-ATT, SUN and PBC, followed by convenience (CON). PFV did not significantly influence PBC. HEC had a negative impact on SFP, reflecting the hesitation of health-conscious consumers, while COL had no significant impact. Originality/value In the study, peer judgement and personal attributes were preferred over the concern for accessibility and health risks for street food consumption. These practical insights can be used by vendors, marketers and policymakers aiming to sustain and regulate the informal food segment.