Impact of Approval Goals and Motivation on Consumer Intention: A Retail Context

AKHTAR,, M. F. , & SUKI,, N. M. (2022). Impact of Approval Goals and Motivation on Consumer Intention: A Retail Context. The Journal of Distribution Science, 20(12), 23-33, https://doi.org/https://doi.org/10.15722/jds.20.12.202212.23

copy

Abstract

Purpose: The objective of the study is to examine the role of approval goals, subjective norm, internal motivation, external motivation, attitude towards behavior, and perceived behavioral control on retail consumer's intention to consume fortified food in Pakistan. Research design, data, and methodology: The study was quantitative in nature. That is why the data were collected from 384 respondents approaching retail stores of Lahore, Gujranwala, and Faisalabad using mall intercept survey. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the data. Results: The results show that approval goals significantly influence subjective norms. Secondly, subjective norms positively influence internal and external motivation. Thirdly, attitude towards behavior and internal motivation significantly impacted on intention. However, the findings of the study show, non-significant relationship of external motivation and perceived behavioral control with intention to consume fortified food. Conclusion: Theory of reasoned goal pursuit was used to investigate consumer intention to consume fortified food in Pakistan. This study is helpful for the marketers to create a word-of-mouth strategy to enhance positive word of mouth for the company, which ultimately beneficial to develop the distribution strategy of the firm. Fortified food is full of health enriched ingredients which is beneficial for society at large.

keywords: Approval Goals, Internal Motivation, External Motivation, Theory of Reasoned Goal Pursuit, Retailing, Product Distribution

Reference

Ahmad. M. S., Jamil, A., Latif, K. F., Ramayah, T., Leen, J. Y. A., Memon, M., & Ullah, R. (2019). Using food choice motives to model Pakistani ethnic food purchase intention among tourists. British Food Journal, 122(6), 1731-1753. https://doi.org/10.1108/BFJ-01-2019-0024

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T

Ajzen, I., & Kruglanski, A. W. (2019). Reasoned action in the service of goal pursuit. Psychological Review, 126(5), 774-786. https://dx.doi.org/10.1037/rev0000155

Akhtar, M. F., Saeed, S., & Waheed, M. (2022). Smart tourism: An alternative approach to clench overtourism. In A. Hassan, & A. Sharma (Eds.), Overtourism, technology solutions, and decimated locations (pp. 217-225), Singapore: Springer. https://doi.org/10.1007/978-981-16-2474-2_14

Akhtar, M. F., & Suki, N. M. (2022). Green consumer behaviour:Integration of theory of planned behaviour and technology acceptance model. In Research Anthology on measuring and achieving sustainable development goals (pp. 863-871), USA:IGI Global. https://doi:10.4018/978-1-6684-3885-5.ch046

Alganad, A. M. N., Isa, N. M., & Fauzi, W. I. M. (2021). Boosting green cars retail in Malaysia: The influence of conditional value on consumers behaviour. Journal of Distribution Science, 19(7), 87-100. https://doi.org/10.15722/jds.19.7.202107.87

Ali, A., & Rahut, D. B. (2019). Healthy food as proxy for fortified food: Consumers’ awareness, perception, and demand for natural fortified food in Pakistan. International Journal of Food Science, 2019(6390650), 1-12. https://doi.org/10.1155/2019/6390650

Ashraf, M. A. (2019). Islamic marketing and consumer behavior toward halal food purchase in Bangladesh. Journal of Islamic Marketing, 10(3), 893-910. https://doi.org/10.1108/JIMA-03-2018-0051

Brown, R., & Ogden, J. (2004). Children’s attitudes and behaviour:A study of the modelling and control theories of parental influence. Health Education Research, 19(3), 261-271. https://doi.org/10.1093/her/cyg040

10.

Chatzisarantis, N. L. D., Hagger, M. S., Smith, B., & Sage, L. D. (2006). The influence of intrinsic motivation on execution of social behavior within the theory of planned behavior. European Journal of Social Psychology, 36(2), 229-237. https://doi.org/10.1002/ejsp.299

11.

Dang, V. T., Wang, J., Nguyen, H. V., Nguyen, Q. H., & Nguyen, N. (2021). A moderated mediation study of consumer external motivation and CSR beliefs towards organic drinking products in an emerging economy. British Food Journal, 124(4), 1103-1123. https://doi.org/10.1108/BFJ-12-2020-1096

12.

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111-1132. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x

13.

Elhoushy, S. (2020). Consumers’ sustainable food choices:Antecedents and motivational imbalance. International Journal of Hospitality Management, 89(2020), 1-11. https://doi.org/10.1016/j.ijhm.2020.102554

14.

Grunert, K. G. (2010). European consumers' acceptance of functional foods. Annals of the New York Academy of Sciences, 1190(1), 166–173. https://doi.org/10.1111/j.1749-6632.2009. 05260.x

15.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 1-24. https://doi.org/10.1108/EBR-11-2018-0203

16.

Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM):An emerging tool in business research. European Business Review, 26(2), 106-121. https://doi.org/10.1108/EBR-10-2013-0128

17.

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. http://doi.org/10.1007/s11747-014-0403-8

18.

Jun, J., & Arendt, S. W. (2016). Understanding heathy eating behaviors at casual dining restaurants using the extended theory of planned behavior. International Journal of Hospitality Management, 53(2016), 106-115. https://dx.doi.org/10.1016/j.ijhm.2015.12.002

19.

Kraus, A. (2015). Development of functional food with the participation of the consumer. Motivators for consumption of functional products. International Journal of Consumer Studies, 39(1), 2–11. http://doi.org/10.1111/ijcs.12144

20.

Kumar, A., & Smith, S. (2017). Understanding local food consumers: Theory of planned behavior and segmentation approach. Journal of Food Products Marketing, 24(2), 196-215. https://doi.org/10.1080/10454446.2017.1266553

21.

McDermott, M. S., Oliver, M., Simnadis, T., Beck, E. J., Coltman, T., Iverson, D., Caputi, P., & Sharma, R. (2015). The theory of planned behaviour and dietary patterns: A systematic review and meta-analysis. Preventive Medicine, 81(2015), 150-156. https://doi.org/10.1016/j.ypmed.2015.08.020

22.

Mork, T., Lahteenmaki, L., & Grunert, K. G. (2019). Determinants of intention to reduce salt intake and willingness to purchase salt-reduced food products: Evidence from a web survey. Appetite, 139(2019), 110-118. https://doi.org/10.1016/j.appet.2019.04.018

23.

Nardi, V. A. M., Jardim, W. C., Ladeira, W., & Santini, F. (2019). Predicting food choice: a meta-analysis based on the theory of planned behavior, British Food Journal, 121(10), 2250-2264. https://doi.org/10.1108/BFJ-08-2018-0504

24.

Nystrand, B. T., & Olsen, S. O. (2020). Consumers’ attitudes and intentions towards consuming fortified foods in Norway. Food Quality and Preference, 80(2020), 1-11. https://doi.org/10.1016/j.foodqual.2019.103827

25.

O’Connor, E. L., & White, K. M. (2010). Willingness to trial fortified foods and vitamin supplements: The role of attitudes, subjective norms, and dread of risks. Food Quality and Preference, 21(1), 75-81. https://doi.org/10.1016/j.foodqual.2009.08.004

26.

Patch, C. S., Tapsell, L. C., & Williams, P. G. (2005). Attitudes and intentions toward purchasing novel foods enriched with omega-3 fatty acids. Journal of Nutrition Education and Behavior, 37(5), 235-241. https://doi.org/10.1016/S1499-4046(06)60277-7

27.

Piroth, P., Ritter, M. S., & Rueger-Muck, E. (2020). Online grocery shopping adoption: Do personality traits matter? British Food Journal, 122(3), 957-975. https://doi.org/10.1108/BFJ-08-2019-0631

28.

Shin, Y. H., Im, J., & Severt. K. (2020). Qualitative assessment of key beliefs in regards to consumers’ food truck visits. Journal of Quality Assurance in Hospitality & Tourism, 21(2), 129-145. https://doi.org/10.1080/1528008X.2019.1627271

29.

Suki, N. M., & Suki, N. M. (2019). Examination of peer influence as a moderator and predictor in explaining green purchase behaviour in a developing country. Journal of cleaner production, 228(2019), 833-844. https://doi.org/10.1016/j.jclepro.2019.04.218

30.

Sun, Y., & Gao, F. (2020). An investigation of the influence of students’ intention to use learning. Educational Technology Research and Development, 68(3), 1181-1198. https://doi.org/10.1007/s11423-019-09733-9

31.

Timotius, E., & Octavius, G. S. (2021). Global changing of consumer behavior to retail distribution due to pandemic of COVID-19: A systematic review. Journal of Distribution Science, 19(11), 69-80. https://doi.org/10.15722/jds.19.11.202111.69

32.

Vabo, M., & Hansen, H. (2016). Purchase intention for domestic food: A moderated TPB-explanation. British Food Journal, 118(10), 2372-2387. https://doi.org/10.1108/BFJ-01-2016-0044

33.

Vanany, I., Soon, J. M., Maryani, A., & Wibawa, B. M. (2020). Determinants of halal-food consumption in Indonesia. Journal of Islamic Marketing, 11(2), 507-521. https://doi.org/10.1108/JIMA-09-2018-0177

34.

Verbeke, W. (2006). Functional foods: Consumer willingness to compromise on taste for health? Food Quality and Preference, 17(1-2), 126-131. https://doi.org/10.1016/j.foodqual.2005.03.003

35.

Vonasek, B. J., Radtke, K. K., Vaz, P., Buck, W. C., Chabala, C., McCollum, E. D., Marcy, O., Fitzgerald, E., Kondwani, A., & Garcia-Prat, A. J. (2022). Tuberculosis in children with severe acute malnutrition. Expert Review of Respiratory Medicine, 16(3), 273-284. https://doi.org/10.1080/17476348.2022.2043747

36.

Wang, J., Tigelaar, D. E. H., & Admiraal, W. (2021). Rural teachers’sharing of digital educational resources: From motivation to behavior. Computers & Education, 161(2021), 1-17. https://doi.org/10.1016/j.compedu.2020.104055

37.

Xin, L., & Seo, S. S. (2019). The role of consumer ethnocentrism, country image, and subjective knowledge in predicting intention to purchase imported fortified foods. British Food Journal, 122(2), 448-464. https://doi.org/10.1108/BFJ-05-2019-0326

38.

Yang, H. C., Chu, W., Hwang, H. J., Youn, M. K. (2022). A study on the strategic globalization performance of ‘Journal of distribution science’. Journal of Distribution Science, 20(3), 59-69. https://doi.org/10.15722/jds.20.03.202203.59

바로가기메뉴

Article Contents

Vol.20 No.12

Impact of Approval Goals and Motivation on Consumer Intention: A Retail Context

Abstract

Reference

The Journal of Distribution Science