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Behavioral intention to order food and beverage items using e-commerce during COVID-19: an integration of theory of planned behavior (TPB) with trust

Sheeba Hamid (Department of Commerce, Aligarh Muslim University, Aligarh, India)
Mohd Azhar (Department of Commerce, Aligarh Muslim University, Aligarh, India)
Sujood (Department of Commerce, Aligarh Muslim University, Aligarh, India)

British Food Journal

ISSN: 0007-070X

Article publication date: 22 March 2022

Issue publication date: 2 January 2023

1053

Abstract

Purpose

This paper aims to examine consumers’ behavioral intention (BI) to order food and beverage items using e-commerce during COVID-19 by incorporating trust (TRU) with the theory of planned behavior (TPB).

Design/methodology/approach

Data were collected via an online questionnaire, and the study used a total of 306 accurate and usable responses. The population of the study includes Indian consumers. Data were analyzed using SPSS 25 and AMOS 22.0. The proposed hypotheses were statistically tested.

Findings

The empirical results show that attitude (ATT), subjective norms (SN) and trust significantly and positively influence behavioral intention, while perceived behavioral control (PBC) is insignificant. This study reveals that the proposed model explained approximately 51% of the variance in the behavioral intention.

Research limitations/implications

Several theoretical and practical implications are drawn on the basis of the findings of the current study that can be used to make recommendations to e-commerce companies and help them understand the behavioral intention of consumers during COVID-19. Since the research is primarily focused on India, it is difficult to extrapolate the findings to other countries.

Originality/value

To the best of researchers’ knowledge, no single study was carried out in the Indian context that tested the influence of trust on the behavioral intention of ordering food and beverage items using e-commerce during COVID-19. Hence, the present study attempts to understand the factors influencing purchase intention in e-commerce and analyzes the relationship between these factors in the backdrop of COVID-19.

Keywords

Citation

Hamid, S., Azhar, M. and Sujood (2023), "Behavioral intention to order food and beverage items using e-commerce during COVID-19: an integration of theory of planned behavior (TPB) with trust", British Food Journal, Vol. 125 No. 1, pp. 112-131. https://doi.org/10.1108/BFJ-03-2021-0338

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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