Does Family Orientation and Religiosity Influence Customers to Purchase Food Through Online Food Retailers? An Empirical Analysis Using the Theory of Planned Behavior

This paper examines the impact of sociocultural constructs such as family orientation and religiosity on attitude, subjective norms, and perceived behavioral control, which influence purchase intentions toward online food purchases. The study was conducted in two Indian cities: Hyderabad (South India) and New Delhi (North India). The target sample was selected using convenience sampling, and participants were interviewed using a structured questionnaire. Relationships between these constructs were assessed using Structural Equation Modelling with SPSS AMOS version ۲۶. Participants with higher religiosity showed unfavorable attitudes toward purchasing food through online retailers. Family orientation negatively impacted attitudes, subjective norms, and perceived behavioral control regarding buying food online. However, participants with favorable attitudes, subjective norms, and perceived behavioral control showed a higher intention to purchase food through online channels. The findings open up opportunities for managers to create awareness among consumers about the food delivery process to align with family values and religious beliefs.

کلیدواژه ها:

Online Food Purchase ، Family orientation ، Religiosity ، theory of planned behavior