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Bi-dimensional values and attitudes toward online fast food-buying intention during the COVID-19 pandemic: An application of VAB model
The purpose of the study is to determine the factors of online fast food-buying intention among Bangladeshi Millennials during the COVID-19 pandemic. The study adopted the Value-Attitude-Behavior (VAB) model and designed it as a higher-order constructs model to predict buying intention. Using a quan...
Autores principales: | , , , , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Frontiers Media S.A.
2022
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9733427/ https://www.ncbi.nlm.nih.gov/pubmed/36505256 http://dx.doi.org/10.3389/fnut.2022.894765 |
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author | Yan, Chen Siddik, Abu Bakkar Masukujjaman, Mohammad Dong, Qianli Hamayun, Muhammad Guang-Wen, Zheng Ibrahim, Abdullah Mohammed |
author_facet | Yan, Chen Siddik, Abu Bakkar Masukujjaman, Mohammad Dong, Qianli Hamayun, Muhammad Guang-Wen, Zheng Ibrahim, Abdullah Mohammed |
author_sort | Yan, Chen |
collection | PubMed |
description | The purpose of the study is to determine the factors of online fast food-buying intention among Bangladeshi Millennials during the COVID-19 pandemic. The study adopted the Value-Attitude-Behavior (VAB) model and designed it as a higher-order constructs model to predict buying intention. Using a quantitative method (i.e., cross-sectional survey), data was collected from 325 respondents via a structured questionnaire and subsequently analyzed using Structural Equation Modeling (SEM) through AMOS software. The findings of the study revealed that convenience and food quality generate utilitarian values, while subjective norms and novelty-seeking form hedonic values. Also, utilitarian and hedonic values significantly affect cognitive and affective attitudes. As opposed to food quality, the cognitive attitude, affective attitude, self-identity, and subjective norms were observed to affect behavioral intention, with affective attitude producing the strongest association, albeit with the high explanatory power of the model. Consequently, this study offers a number of theoretical and policy implications to design better interventions that address public health regarding fast food consumption. |
format | Online Article Text |
id | pubmed-9733427 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | Frontiers Media S.A. |
record_format | MEDLINE/PubMed |
spelling | pubmed-97334272022-12-10 Bi-dimensional values and attitudes toward online fast food-buying intention during the COVID-19 pandemic: An application of VAB model Yan, Chen Siddik, Abu Bakkar Masukujjaman, Mohammad Dong, Qianli Hamayun, Muhammad Guang-Wen, Zheng Ibrahim, Abdullah Mohammed Front Nutr Nutrition The purpose of the study is to determine the factors of online fast food-buying intention among Bangladeshi Millennials during the COVID-19 pandemic. The study adopted the Value-Attitude-Behavior (VAB) model and designed it as a higher-order constructs model to predict buying intention. Using a quantitative method (i.e., cross-sectional survey), data was collected from 325 respondents via a structured questionnaire and subsequently analyzed using Structural Equation Modeling (SEM) through AMOS software. The findings of the study revealed that convenience and food quality generate utilitarian values, while subjective norms and novelty-seeking form hedonic values. Also, utilitarian and hedonic values significantly affect cognitive and affective attitudes. As opposed to food quality, the cognitive attitude, affective attitude, self-identity, and subjective norms were observed to affect behavioral intention, with affective attitude producing the strongest association, albeit with the high explanatory power of the model. Consequently, this study offers a number of theoretical and policy implications to design better interventions that address public health regarding fast food consumption. Frontiers Media S.A. 2022-11-25 /pmc/articles/PMC9733427/ /pubmed/36505256 http://dx.doi.org/10.3389/fnut.2022.894765 Text en Copyright © 2022 Yan, Siddik, Masukujjaman, Dong, Hamayun, Guang-Wen and Ibrahim. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. |
spellingShingle | Nutrition Yan, Chen Siddik, Abu Bakkar Masukujjaman, Mohammad Dong, Qianli Hamayun, Muhammad Guang-Wen, Zheng Ibrahim, Abdullah Mohammed Bi-dimensional values and attitudes toward online fast food-buying intention during the COVID-19 pandemic: An application of VAB model |
title | Bi-dimensional values and attitudes toward online fast food-buying intention during the COVID-19 pandemic: An application of VAB model |
title_full | Bi-dimensional values and attitudes toward online fast food-buying intention during the COVID-19 pandemic: An application of VAB model |
title_fullStr | Bi-dimensional values and attitudes toward online fast food-buying intention during the COVID-19 pandemic: An application of VAB model |
title_full_unstemmed | Bi-dimensional values and attitudes toward online fast food-buying intention during the COVID-19 pandemic: An application of VAB model |
title_short | Bi-dimensional values and attitudes toward online fast food-buying intention during the COVID-19 pandemic: An application of VAB model |
title_sort | bi-dimensional values and attitudes toward online fast food-buying intention during the covid-19 pandemic: an application of vab model |
topic | Nutrition |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9733427/ https://www.ncbi.nlm.nih.gov/pubmed/36505256 http://dx.doi.org/10.3389/fnut.2022.894765 |
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