Comparing Models with Positive Anticipated Emotions, Food Values, Attitudes and Subjective Norms as Influential Factors in Fast-Food Purchase Intention during the COVID-19 Pandemic in Two Channels: Restaurants and Mobile Apps

Núñez-Fernández, María; Pérez-Villarreal, Héctor Hugo; Mayett-Moreno, Yesica

doi:10.3390/su132212857

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Comparing Models with Positive Anticipated Emotions, Food Values, Attitudes and Subjective Norms as Influential Factors in Fast-Food Purchase Intention during the COVID-19 Pandemic in Two Channels: Restaurants and Mobile Apps

María Núñez-Fernández

Héctor Hugo Pérez-Villarreal

and

Yesica Mayett-Moreno

Faculty of Marketing, UPAEP University, Puebla 72410, Mexico

Author to whom correspondence should be addressed.

Academic Editor: Lester Johnson

Sustainability 2021, 13(22), 12857; https://doi.org/10.3390/su132212857

Received: 13 October 2021 / Revised: 15 November 2021 / Accepted: 17 November 2021 / Published: 20 November 2021

(This article belongs to the Special Issue Sustainable Food Management and Marketing)

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Abstract

The purpose of this research is to determine if positive anticipated emotions, food values, attitudes and subjective norms influence food purchase intention in two different models: a fast food restaurant and a food delivery service via mobile apps. For this study, we utilized a non-experimental, causal, descriptive and cross-sectional design. From October 2020 to January 2021, self-administered online surveys were distributed to a convenience sample of 200 fast-food consumers at restaurants, and users of food delivery services via mobile apps Puebla City, Mexico. IBM–SPSS Statistics and the SmartPLS 3 Partial Least Squares Structural Equation Modeling were used to test our hypotheses. The results underscored a difference in attitudes between the models. The attitude toward the brand positively and significantly influenced purchase intention via mobile apps, whereas attitude toward eating a hamburger positively and significantly influenced purchase intention of visiting a fast-food restaurant. In both models, positive anticipated emotions exhibited the closest relationships with purchase intention, attitude toward the brand and attitude toward eating a hamburger, whereas food values exerted an insignificant effect on attitudes and purchase intention. Future research should consider performing a face-to-face survey with a random sample while accounting for different demographics, regions and countries, as well as including other brands, food types and restaurants. View Full-Text

Keywords: attitude toward the brand; attitude toward eating a hamburger; food values; positive anticipated emotions; purchase intention; subjective norms; purchase intention; fast food; restaurant; mobile apps; Structural Equation Modeling; COVID-19

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Núñez-Fernández, M.; Pérez-Villarreal, H.H.; Mayett-Moreno, Y. Comparing Models with Positive Anticipated Emotions, Food Values, Attitudes and Subjective Norms as Influential Factors in Fast-Food Purchase Intention during the COVID-19 Pandemic in Two Channels: Restaurants and Mobile Apps. Sustainability 2021, 13, 12857. https://doi.org/10.3390/su132212857

AMA Style

Núñez-Fernández M, Pérez-Villarreal HH, Mayett-Moreno Y. Comparing Models with Positive Anticipated Emotions, Food Values, Attitudes and Subjective Norms as Influential Factors in Fast-Food Purchase Intention during the COVID-19 Pandemic in Two Channels: Restaurants and Mobile Apps. Sustainability. 2021; 13(22):12857. https://doi.org/10.3390/su132212857

Chicago/Turabian Style

Núñez-Fernández, María, Héctor H. Pérez-Villarreal, and Yesica Mayett-Moreno. 2021. "Comparing Models with Positive Anticipated Emotions, Food Values, Attitudes and Subjective Norms as Influential Factors in Fast-Food Purchase Intention during the COVID-19 Pandemic in Two Channels: Restaurants and Mobile Apps" Sustainability 13, no. 22: 12857. https://doi.org/10.3390/su132212857

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Comparing Models with Positive Anticipated Emotions, Food Values, Attitudes and Subjective Norms as Influential Factors in Fast-Food Purchase Intention during the COVID-19 Pandemic in Two Channels: Restaurants and Mobile Apps

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