Applying the extended theory of planned behaviour to predict street food patronage behaviour: an integrated conceptual framework
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This study develops an integrative conceptual framework for predicting street food patronage behavior by drawing from the Theory of Planned Behaviour (TPB) to explain patronage behavior in street food marketing. It is an attempt to fill the gap in Street Food Patronage literature by extending the TPB to accommodate other variables and investigate the nexus among these variables using data from an emerging economy like Nigeria. The framework is premised on five key constructs- attitude, subjective norm, perceived behavioral control and past behavior. To validate the integrated conceptual framework, primary data were collected from 437 street food consumers. Structural Equation Modelling (SEM) technique was used to analyse data relating to hypothesized relationships in the model. Convergent validity was checked whereas discriminant validity was assessed using Fornell-Larcker Criterion Analysis. Also, reliability check was conducted to determine the internal consistency of the measurement items. The paper revealed that past behavior/experience does not necessarily connote patronage intention for street food. The proposed SFP integrated conceptual framework is capable of providing insight for developing food marketing-related policies and street food vending strategies.
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HF Commerce