Consumers’ attitudes, perceived risks and perceived benefits towards repurchase intention of food truck products

Abstract

PurposeThis study aims to determine the repurchase intention of food truck products based on perceived risks and perceived benefits by consumers within the context of Malaysia. Recently, the food truck industry has been expanding as customers begin to explore alternatives for food convenience. However, there are not many studies carried out on this topic, especially in Asian countries. This study will fill the gaps on the factors that affect repurchase intention, especially perceived risks and perceived benefits of food trucks products.Design/methodology/approachA cross-sectional online survey was conducted through Facebook Messenger and WhatsApp on consumers with prior experience in buying food truck products. The partial least square (PLS) modelling using the SmartPLS software was employed to analyse the data.FindingsThe results from 294 food truck consumers showed that perceived benefit, food safety, attitude and subjective norm significantly influence food truck products' repurchase intention. On the other hand, perceived risk towards the environment and perceived behavioural control do not substantially affect food truck products' repurchase intention.Research limitations/implicationsThe data collected were related only to the food trucker's customer that operates in Malaysia. Thus, the results might be only applicable to similar other Asian or developing countries.Practical implicationsThe results provided some managerial indicators to improve the level of business efficiency among food truck operators. Besides, marketers and policymakers can develop effective strategies and policies based on this study to develop this industry further.Originality/valueThe study gives a fresh overview of how the food truck business can improve its services in developing countries. The results offer a competitive advantage and how to strengthen customer retention that can improve business performance.