Testing Model of Purchase Intention for Fast Food in Mexico: How do Consumers React to Food Values, Positive Anticipated Emotions, Attitude toward the Brand, and Attitude toward Eating Hamburgers?
1
Faculty of Economics and Business Studies, University of Castilla-La Mancha, 02071 Albacete, Spain
2
Engineering and Business Postgraduate Center, Popular Autonomous University of Puebla State, 72410 Puebla, Mexico
3
Faculty of Economics and Business Studies, University of Burgos, 09001 Burgos, Spain
*
Author to whom correspondence should be addressed.
Foods 2019, 8(9), 369; https://doi.org/10.3390/foods8090369
Received: 13 July 2019 / Revised: 20 August 2019 / Accepted: 21 August 2019 / Published: 27 August 2019
(This article belongs to the Special Issue Emotion and Its Relationship to Acceptance, Food Choice, and Consumption: The New Perspective)
This research investigated the effect of the food values, positive anticipated emotions, attitude toward the brand, and attitude toward eating a hamburger on purchase intention in fast-food restaurants in Mexico conjointly. The purpose of this study was to discover which variables influenced the consumer´s intention to buy. Data was collected from a survey of 512 Mexicans fast-food consumers. Structural equation modeling was used to test the hypothesized associations. The results showed that food values and positive anticipated emotions absolutely impact the attitude toward the brand, which impacts the purchase intention of the Mexican consumers. Nonetheless, the positive anticipated emotions impact stronger than food values, and the best way to get a purchase intention is toward the attitude of the brand rather than attitude toward eating a hamburger. The authors discussed inferences and suggestions for consumer approaches.
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Keywords:
food values; positive anticipated emotions; attitude toward the brand; attitude toward eating a hamburger; purchase intention
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MDPI and ACS Style
Pérez-Villarreal, H.H.; Martínez-Ruiz, M.P.; Izquierdo-Yusta, A. Testing Model of Purchase Intention for Fast Food in Mexico: How do Consumers React to Food Values, Positive Anticipated Emotions, Attitude toward the Brand, and Attitude toward Eating Hamburgers? Foods 2019, 8, 369.
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