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Factors affecting purchase intention of foreign food products: An empirical study in the Iranian context

British food journal (1966), 2020-04, Vol.122 (5), p.1485-1504 [Peer Reviewed Journal]

Emerald Publishing Limited 2020 ;ISSN: 0007-070X ;EISSN: 1758-4108 ;DOI: 10.1108/BFJ-05-2019-0318

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  • Title:
    Factors affecting purchase intention of foreign food products: An empirical study in the Iranian context
  • Author: Zarif Sagheb, Maryam ; Ghasemi, Behzad ; Nourbakhsh, Seyed Kamran
  • Subjects: Consumers ; Context ; Customers ; Developing countries ; Economic growth ; Factor analysis ; Food ; Food production ; Food products ; LDCs ; Literature reviews ; Market shares ; Marketing ; Product specifications ; Researchers ; Risk perception ; Social responsibility ; Studies ; Success factors
  • Is Part Of: British food journal (1966), 2020-04, Vol.122 (5), p.1485-1504
  • Description: Purpose The purpose of this paper is to present the factors affecting purchase intention of foreign food products in the Iranian context. Design/methodology/approach The present study is a survey research and has a quantitative approach. According to Morgan’s table, 384 people were selected as sample size. Based on an in-depth review of previous literature, a comprehensive set of sub-factors related to customer’s purchase intention was extracted to design questionnaire. Then, exploratory factor analysis and confirmatory factor analysis were applied to identify and confirm the factors affecting purchase intention of foreign food products in Iran. Findings The obtained results illustrate 13 factors as follows: “corporate social responsibility,” “customer knowledge and awareness,” “perceived risk,” “retailer’s commercial image,” “customer’s personality characteristics,” “social identity,” “product features,” “attitude,” “country-of-origin,” “perceived value,” “subjective norm,” “loyalty” and “perceived behavioral control.” Research limitations/implications As the present research was carried out in the Iranian context, the generalization of the findings is limited and caution should be taken in this regard. Practical implications The identified factors could contribute to international food companies and retailers to understand customers’ expectations and to gain more market share in Iran. Originality/value The originality of this paper lies in identifying a comprehensive set of the factors affecting purchase intention of foreign food products and developing the theoretical literature in the field of the present research.
  • Publisher: Bradford: Emerald Group Publishing Limited
  • Language: English
  • Identifier: ISSN: 0007-070X
    EISSN: 1758-4108
    DOI: 10.1108/BFJ-05-2019-0318
  • Source: ProQuest Central
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