Determinants of Consumer Preference for Traditional Indian Cooking Practices

Abstract

Food plays a vital role in the growth and development of human beings and helps fight many diseases, shaping consumers' intentions and actual behaviour. Consumers prefer a healthy lifestyle in the current COVID-19 situation, where immunity is one of the most critical factors in fighting the deadly coronavirus. The constructs of the health belief model (HBM) and the theory of planned behaviour (TPB) plays an essential role in shaping consumers' preferences for food. To identify the determinants of consumers' choice for traditional Indian cooking practices, a mixed-method approach was followed in the study. Qualitative research prepared the base for quantitative research. First, an open-ended personal interview of 12 respondents was conducted to develop a questionnaire used for the quantitative survey. Exploratory factor analysis results helped identify the seven factors, i.e., behaviour, cues in action, social influence, perceived benefits, self-efficacy, perceived susceptibility, and readiness, as determinants of consumers' preference for traditional Indian cooking practices.