Exploring the determinants of ice cream purchase intention: a case of emerging economy

Abstract

PurposeThis paper aims to examine and discuss the factors affecting consumers' purchase intentions for ice cream in India.Design/methodology/approachThis study is based on a primary survey of 340 respondents from India, collected through a well-structured questionnaire. The data has been analysed using partial least square-based structural equation modelling (PLS-SEM). The theory of planned behaviour (TBP) has been used to identify the determinants of the purchase intention of ice cream.FindingsThe measurement model shows that the constructs of the model have adequate convergent and discriminant validity. The findings of the structural model show the positive and significant impact of subjective norms, perceived behavioural control, and trustworthiness on attitudes and purchase intentions for ice cream. In addition, estimates also revealed that attitude has significant implications on purchase intention.Practical implicationsThe study provides insight into the factors that influence ice cream purchase intentions in India. Corporate strategy makers and advertising managers who work for ice cream brands can look at the study to figure out how to market their products to get more customers.Originality/valueThe novelty and value of this study lie in choosing an unexplored product (ice cream) whose demand is continuously increasing. Perhaps this is the first study in an emerging economy like India to consider an extended version of the TPB by including health consciousness and trustworthiness to establish the relationship between ice cream purchase intention and health consciousness.