Understanding drivers of branded food choice among low-income consumers

The present research aims to investigate drivers of branded food choice among low-income consumers by applying theory of planned behavior. This study contributes to the literature by providing evidence on how the existing buyers' behavior differs from non-buyers with respect to branded food purchase. We empirically investigate three variables namely availability, affordability and awareness as potential drivers of branded food choice. The study uses structural equation modeling with data collected from 600 respondents through face-to-face, in-home interviews held across two states of northern India. The results highlight attitude as the strongest predictor of purchase intention followed by perceived behavioral control and subjective norms. Consistent with the given theoretical framework, we find attitude and perceived behavioral control as the mediators between their identified antecedents and purchase intention. Further, results highlight a stronger relationship between attitude and purchase intention for non-buyers group as compared to buyers group. The non-buyers group also perceive higher social pressure to purchase branded food with respect to buyers group. The present research also suggests useful implications for both theory and practice. (C) 2016 Elsevier Ltd. All rights reserved.