The psychological mechanism of consumers’ behavioral intentions of suboptimal food products from the perspective of economic value
ISSN: 0007-070X
Article publication date: 16 August 2022
Issue publication date: 11 April 2023
Abstract
Purpose
This study examines the effect of five price perception dimensions (price consciousness, price mavenism, sale proneness, price-quality schema, and prestige sensitivity) on consumer's perceived value (acquisition value, and transaction value), and how perceived value affects consumers' behavioral intentions (purchase intentions, and intentions to recommend). It also examines the moderation role of face consciousness.
Design/methodology/approach
A quantitative research methodology using online survey technique is employed to collect cross-cultural data from respondents from China (n = 371) and Egypt (n = 384). Structural equation model (SEM) via SmartPLS v.3.2.9 is conducted to analyze data.
Findings
The results show that consumers’ behavioral intentions toward suboptimal fresh produce are positively affected by both dimensions of perceived value. As well as, perceived value is influenced by different price perception dimensions. Moreover, face consciousness partially moderates the relationship between perceived value and behavioral intentions.
Originality/value
To best of the authors’ knowledge, it is the first study to associate price perception dimensions with purchase value dimensions in the context of suboptimal products. It also contributes to utility and purchase value theory by employing the distinct measures of both perceived acquisition value and transaction value, to enable us to obtain a better understanding of the whole picture of perceived value. In addition, it contributes to regulatory focus theory through the inclusion of face consciousness in the purchase value model. Moreover, up to the researchers' knowledge, prior investigation on these issues in Egypt and China as a cross-cultural research does not exist.
Keywords
Acknowledgements
Funding: This research is funded by the National Natural Science Foundation of China (Grant number: 71672063 and 72072065).
Citation
Adel, A.M., Dai, X. and Roshdy, R.S. (2023), "The psychological mechanism of consumers’ behavioral intentions of suboptimal food products from the perspective of economic value", British Food Journal, Vol. 125 No. 5, pp. 1579-1612. https://doi.org/10.1108/BFJ-01-2022-0027
Publisher
:Emerald Publishing Limited
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