Consumers’ Perception Towards Buying Processed Cashew Nuts in India: An Investigation into Factors Determining Purchase Intension using Structural Equation Modelling

Kalee Pattanayak ¹ (Research Scholar, Centurion University of Technology and Management, Odisha, 761200, India)
Brijlal Mallik ² (Assistant Professor, Centurion University of Technology and Management, Odisha, 761200, India)
Sudhakar Tripathy ³ (Professor, GIET University, Odisha, 765022, India)

Submited date : 2023-06-27 accepted date : 2023-11-11

Keywords:

References:

Agrawal K (2021) Export & export potential of cashew kernels to Belgium, Germany & Netherlands -. Elementary Education Online. 20(1), 2546–2559. doi: 10.17051/ilkonline.2021.01.288

Ahmed N, Li C, Khan A, Qalati SA, Naz S, Rana, F (2021) Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness. Journal of Environmental Planning and Management. 64(5), 796-822. doi: 10.1080/09640568.2020.1785404

Ahola AJ, Mutter S, Forsblom C, Harjutsalo V, Groop PH (2019) Meal timing, meal frequency, and breakfast skipping in adult individuals with type 1 diabetes – associations with glycaemic control. Scientific Reports. 9(1), 20063. doi:10.1038/s41598-019-56541-5

Ahmad MS, Jamil A, Latif KF, Ramayah T, Ai Leen JY, Memon M, Ullah R (2020) Using food choice motives to model Pakistani ethnic food purchase intention among tourists. British Food Journal. 122(6), 1731-1753. doi: 10.1108/bfj-01-2019-0024

Alam MZ, Kousar S, Rehman CA (2019) Role of entrepreneurial motivation on entrepreneurial intentions and behaviour: theory of planned behaviour extension on engineering students in Pakistan. Journal of Global Entrepreneurship Research. 9(1), 1-20. doi:10.1186/s40497-019-0175-1

Albarracin D, Shavitt S (2018) Attitudes and attitude change. Annual Review of Psychology. 69, 299-327. doi: 10.1146/annurev-psych-122216-011911

Alphonce R, Waized BM, Larsen MN (2020) Consumer preference for novelty in processed foods: a developing country perspective. Journal of Agribusiness in Developing and Emerging Economies. 10(4), 429-446. doi: 10.1108/jadee-03-2019-0036

Amerikanou C, Tagkouli D, Tsiaka T, Lantzouraki DZ, Karavoltsos S, Sakellari A, Kaliora AC (2023) Pleurotus eryngii Chips—Chemical Characterization and Nutritional Value of an Innovative Healthy Snack. Foods. 12(2), 353. doi: 10.3390/foods12020353

Azam-Ali SH, Judge EC (2001) Small-scale cashew nut processing. Coventry (UK): ITDG Schumacher Centre for Technology and Development Bourton on Dunsmore. 1-70.

Ajzen I (2020) The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies. 2(4), 314–324. doi:10.1002/hbe2.195.

Babu D (2022) A Study on Marketing Mix of Delicious Cashew Company.

Bakhtavoryan R, Capps O, Dharmasena S (2022) A household-level demand system analysis of nuts in the United States. Agricultural and Resource Economics Review. 51(2), 283-310. doi: 10.1017/age.2022.11

Bandalos DL (2014) Relative performance of categorical diagonally weighted least squares and robust maximum likelihood estimation. Structural Equation Modeling. 21(1), 102–116. doi:10.1080/10705511.2014.859510

Brennan MA, Derbyshire E, Tiwari BK, Brennan CS (2013) Ready‐to‐eat snack products: the role of extrusion technology in developing consumer acceptable and nutritious snacks. International Journal of Food Science & Technology. 48(5), 893-902. doi: 10.1111/ijfs.12055

Brinol P, Petty RE, Guyer, JJ (2019) A historical view on attitudes and persuasion. In Oxford Research Encyclopedia of Psychology.

Brown TA (2015) Confirmatory factor analysis for applied research. Guilford publications.

Browne MW, Cudeck R (1993) Alternative ways of assessing model fit. In  Bollen, KA and Long JS (Eds.), Testing structural equation models. Newbury Park, CA: Sage. pp. 136-162.

Byrne BM (2012) Structural equation modeling with Mplus: Basic concepts, applications, and programming.

Calado R, Leal MC, Gaspar H, Santos S, Marques A, Nunes ML, Vieira H (2018) How to succeed in marketing marine natural products for nutraceutical, pharmaceutical and cosmeceutical markets. Grand Challenges in Marine Biotechnology. 317-403. doi: 10.1007/978-3-319-69075-9_9

Capps O, Dharmasena S (2021) Demand analysis of peanuts and tree nuts in the United States: A micro-perspective. International Food and Agribusiness Management Review. 24(3), 523-544. doi: 10.22434/ifamr2020.0090

Chatrabnous N, Yazdani N, Vahdati K (2018) Determination of nutritional value and oxidative stability of fresh walnut. Journal of Nuts. 9(1),11-20.

Chen PJ, Antonelli M (2020) Conceptual models of food choice: influential factors related to foods, individual differences, and society. Foods. 9(12), 1898. doi: 10.3390/foods9121898

Chen YY, Li NY, Guo X, Huang HJ, Garcia‐Oliveira P, Sun J. Y., Liu C (2023) The nutritional and bio‐active constituents, functional activities, and industrial applications of cashew (Anacardium occidentale): A review. Food Frontiers. doi: 10.1002/fft2.250

Cronin JJ, Brady MK, Hult GTM (2000) Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing. 76(2), 193–218.

Dangi N, Gupta SK, Narula SA (2020) Consumer buying behaviour and purchase intention of organic food: A conceptual framework. Management of Environmental Quality: An International Journal. 31(6), 1515-1530. doi: 10.1108/meq-01-2020-0014

Dastane O, Goi CL, Rabbanee FK (2023) The development and validation of a scale to measure perceived value of mobile commerce (MVAL-SCALE). Journal of Retailing and Consumer Services. 71. doi: 10.1016/j.jretconser.2022.103222

Deci EL, Ryan RM (2002) Overview of self-determination theory: An organismic dialectical perspective, p. 3–33. In: E.L. Deci and R.M. Ryan (eds.). Handbook of self-determination research. Rochester University Press, Rochester, NY.

Deka P, Sit N (2022) A review of the traditional cereal-based foods and beverages of north-east India. International Journal of Gastronomy and Food Science. 100632.

Demi̇R A, Maroof L, Khan NUS, Ali BJ (2020) The role of E-service quality in shaping online meeting platforms: a case study from higher education sector. Journal of Applied Research in Higher Education. 13(5), 1436–1463. doi: 10.1108/jarhe-08-2020-0253

Dhillon J, Diaz R, L. K, Aldaz KJ, De LC, N, Vu, E, Asad A, S., Ortiz RM (2019) We don’t have a lot of healthy options: Food environment perceptions of first-year, minority college students attending a food desert campus. Nutrients. 11(4), 816. doi:10.3390/nu11040816

Di Renzo L, Gualtieri P, Pivari F, Soldati L, Attinà  A, Cinelli G, De Lorenzo A (2020) Eating habits and lifestyle changes during COVID-19 lockdown: an Italian survey. Journal of Translational Medicine. 18(1), 1-15. doi: 10.1186/s12967-020-02399-5

El‐Adly, Eid R (2016) An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context. Journal of Retailing and Consumer Services. 31, 217–227. doi:10.1016/j.jretconser.2016.04.002

El‐Adly MI (2019) Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services. 50, 322–332. doi:10.1016/j.jretconser.2018.07.007

Etikan I, Musa SA, Alkassim RS (2016) Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics. 5(1), 1-4. doi:10.11648/j.ajtas.20160501.11

Frances DS, Piqueras-Tomas L (2019) The effects of corporate social responsibility on consumer loyalty through consumer perceived value. Ekonomska Istrazivanja-economic Research. 32(1), 66–84. doi: 10.1080/1331677x.2018.1547202

Franco-Arellano B, Vanderlee L, Ahmed M, Oh A, L'Abbé M. (2020) Influence of front-of-pack labelling and regulated nutrition claims on consumers’ perceptions of product healthfulness and purchase intentions: A randomized controlled trial. Appetite. 149, 104629. doi: 10.1016/j.appet.2020.104629

Gallarza MG, Arteaga F, Del Chiappa G, Saura IG (2016) Intrinsic value dimensions and the value-satisfaction-loyalty chain: a causal model for services. Journal of Services Marketing. 30(2), 165–185. doi:10.1108/jsm-07-2014-0241

Garg N, Bharti A, Sharma A, Bhalla S (2019) Plant-mycorrhizal and plant-rhizobial interfaces: Underlying mechanisms and their roles in sustainable agroecosystems. Plant Microbe Interface. 27-67. doi: 10.1007/978-3-030-19831-2_2

Ghosal S (2023) Crisil sees revenue of India's cashew processing industry surging beyond Rs 30,000 cr next fiscal. The Economic Times. https://economictimes.indiatimes.com/news/economy/agriculture/crisil-sees-revenue-of-indias-cashew-processing-industry-surging-beyond-rs-30000-cr-next-fiscal / articleshow /97122978.cms.

Hair JF Jr, Sarstedt M, Hopkins L, Kuppelwieser VG (2014) Partial least squares structural equation modeling (PLS-SEM) an emerging tool in business research. European Business Review. 26(2), 106–121. doi: 10.1108/ebr-10-2013-0128.

Hair JF, Anderson RE, Tatham  RL, Black WC (1998) Multivariate data analysis with readings prentice-hall international inc.

Hair JP, Black JP, Babin JP, Anderson RE (2019) Multivariate Data Analysis, Eighth Edition. Harlow: Cengage Learning.

Hidayat A, Wıjaya T, Ishak A, Ekasasi SR, Zalzalah GG (2021) Model of the consumer switching behavior related to healthy food products. Sustainability. 13(6), doi: 10.3390/su13063555

Howat G, Assaker G (2013) The hierarchical effects of perceived quality on perceived value, satisfaction, and loyalty: Empirical results from public, outdoor aquatic centres in Australia. Sport Management Review. 16(3), 268–284. doi:10.1016/j.smr.2012.10.001

Itani OS, Kassar AN, Loureiro SM C (2019) Value get, value give: The relationships among perceived value, relationship quality, customer engagement, and value consciousness. International Journal of Hospitality Management. 80, 78-90. doi: 10.1016/j.ijhm.2019.01.014

Jain S, Wadhwa R (2019) Study of Changing Pattern of Preference and Purchase Decision at the Time of Festivals:(Empirical Study of Purchase Decision of Edible Gift Items).

Janssen M (2018) Determinants of organic food purchases: Evidence from household panel data. Food Quality and Preference. 68, 19-28. doi: 10.1016/j.foodqual.2018.02.002

Jiang L, Jun M, Yang Z (2016) Customer-perceived value and loyalty: how do key service quality dimensions matter in the context of B2C e-commerce? Service Business. 10(2), 301-317. doi: 10.1007/s11628-015-0269-y

Jiang H, Lin P, Hsieh, P (2017) The effect of consumer innovativeness on perceived value and continuance intention to use smartwatch. Computers in Human Behavior. 67, 264–272. doi:10.1016/j.chb.2016.11.001

Kline RB (2011) Principles and Practice of Structural Equation Modeling, 3rd ed., The Guildford Press, New York, NY.

Kline RB (2016) Principles and practice of structural equation modeling.

Kumar A, Smith S (2018) Understanding local food consumers: Theory of planned behavior and segmentation approach. Journal of Food Products Marketing. 24(2), 196-215. doi: 10.1080/10454446.2017.1266553

Lee YJ, Haley E, Yang K (2013) The mediating role of attitude towards values advocacy ads in evaluating issue support behaviour and purchase intention. International Journal of Advertising. 32(2), 233-253. doi: 10.2501/ija-32-2-233-253

Lukito LP, Yustini R (2019) The mediation effect of customer perceived value and Attitude Toward advertisement on social media influencer’s credibility on purchase intention. Journal of Management and Business Environment 1(1), 36-60. doi: 10.24167/jmbe.v1i1.2049

Mahajan V, Chavan P (2019) An empirical analysis of factors affecting on preference for cashew in Nipani. International Journal of Trend in Scientific Research and Development, Special Issue (Special Issue-FIIIIPM2019), 207–211. doi: 10.31142/ijtsrd23104

McCallum M, Gray CM, Hanlon P, O’Brien R, Mercer SW (2019) Exploring the utility of self-determination theory in complex interventions in multimorbidity: A qualitative analysis of patient experiences of the CARE Plus intervention. Chronic Illness 17(4), 433–450. doi: 10.1177/1742395319884106

Muhammad A, Muhammad T (2021) Medicinal uses of cashew (Anacardium occidentale): Review. Journal of Science Technology and Research. 2(1), 1-10

Novita D, Husna N (2020) The influence factors of consumer behavioral intention towards online food delivery services. Technobiz: International Journal of Business. 3(2), 40-42. doi: 10.33365/tb.v3i2.840

Nystrand BT, Olsen SO (2020) Consumers’ attitudes and intentions toward consuming functional foods in Norway. Food Quality and Preference 80.

Ozili PK (2023). The acceptable R-square in empirical modelling for social science research. In Social research methodology and publishing results: A guide to non-native English speakers  IGI Global. doi: 10.4018/978-1-6684-6859-3.ch009. pp. 134-143.

Prakash G, Singh PK, Ahmad A, Kumar G (2023) Trust, convenience and environmental concern in consumer purchase intention for organic food. Spanish Journal of Marketing-ESIC. 27(3), 367–388. doi: 10.1108/sjme-09-2022-0201

Sadler MJ, Gibson S, Whelan K, Ha MA, Lovegrove J, Higgs J (2019) Dried fruit and public health–what does the evidence tell us?. International Journal of Food Sciences and Nutrition. 70(6), 675-687. doi: 10.1080/09637486.2019.1568398

Salehzadeh R, Pool JK (2017) Brand attitude and perceived value and purchase intention toward global luxury brands. Journal of International Consumer Marketing. 29(2), 74-82. doi: 10.1080/08961530.2016.1236311

Sarikhani S, Vahdati K, Ligterink W (2021) Biochemical properties of superior persian walnut genotypes originated from southwest of Iran. International Journal of Horticultural Science and Technology. 8(1), 13-24. doi: 10.22059/ijhst.2020.309363.392

Singh K, Junnarkar M, Kaur J (2016) Measures of Positive Psychology, Development and Validation. Berlin: Springer. doi: 10.1007/978-81-322-3631-3

Sitopu YB, Sitinjak KA, Marpaung FK (2021) The influence of motivation, work discipline, and compensation on employee performance. Golden Ratio of Human Resources Management. 1(2), 72–83.

Slavica G, Mirjana G (2023) Factors affecting consumer preference for healthy diet and functional foods. Foods and Raw Materials. 11(2), 259-271

Smit CR, de Leeuw RN, Bevelander KE, Burk WJ, Buijs L, van Woudenberg TJ, Buijzen M (2018) An integrated model of fruit, vegetable, and water intake in young adolescents. Health Psychology. 37(12), 1159–1166. doi: 10.1037/hea0000691.

Sharifkhah M, Bakhshi D, Pourghayoumi M, Abdi S, Hokmabadi H (2020) Effect of pollination time on yield and antioxidant properties of some pistachio cultivars. International Journal of Horticultural Science and Technology. 7(1), 51-58.

Shrestha N (2021) Factor analysis as a tool for survey analysis. American Journal of Applied Mathematics and Statistics. 9(1), 4–11. doi.10.12691/ajams-9-1-2

Sun Y, Liang C (2020) Factors determining consumers’ purchase intentions towards dried fruits. International Journal of Fruit Science. 20(sup2), S1072-S1096.

Tabachnick B, Fidell L (2013) Using Multivariate Statistics. Boston, MA: Pearson Education Inc.

Tran VD, Le NMT (2020) Impact of Service Quality and Perceived Value on Customer Satisfaction and Behavioral Intentions: Evidence from Convenience Stores in Vietnam. The Journal of Asian Finance, Economics and Business. 7(9), 517–526. doi: 10.13106/jafeb.2020.vol7.no9.517

Verstuyf  J, Patrick  H, Vansteenkiste M, Teixeira PJ (2012) Motivational dynamics of eating regulation: a self-determination theory perspective. International Journal of Behavioral Nutrition and Physical Activity 9(1), 1-16. doi: 10.1186/1479-5868-9-21

Villalobos-Zúñiga G, Cherubini M (2020) Apps That Motivate: a Taxonomy of App Features Based on Self-Determination Theory. International Journal of Human-Computer Studies, 140. doi:10.1016/j.ijhcs.2020.102449

Voorhees CM, Brady MK, Calantone R, Ramirez E (2016). Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies. Journal of the Academy of Marketing Science. 44, 119-134. doi: 10.1007/s11747-015-0455-4

Wang E, Gao Z, Chen X (2022) Chinese consumer preference for processed food quality attributes and the impact of trust in information sources. British Food Journal 124(3), 871-884. doi: 10.1108/bfj-01-2021-0041.

Wang J, Wang X (2012) Structural equation modeling. Higher Education, 2012.

Watanabe EADM, Alfinito S, Curvelo ICG, Hamza KM (2020) Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers. British Food Journal. 122(4), 1070-1184. doi: 10.1108/bfj-05-2019-0363

Williams LJ, Vandenberg RJ, Edwards JR (2009) 12 structural equation modeling in management research: A guide for improved analysis. The Academy of Management Annals. 3(1), 543-604. doi: 10.5465/19416520903065683

Yu J, Lee H, Ha I, Zo H (2017) User acceptance of media tablets: An empirical examination of perceived value. Telematics and Informatics. 34(4), 206–223.

Zhang A, Zhao H, Pei S, Chi Y, Fan X, Liu J (2023) Identification and Structure of Epitopes on Cashew Allergens Ana o 2 and Ana o 3 Using Phage Display. Molecules. 28(4).