Factors influencing young consumers’ purchasing behavior toward Saudi coffee product: An application of the extended Theory of Planned Behavior model
-
Author(s)Abdulalem MohammedLink to ORCID Index: https://orcid.org/0000-0002-5362-6272
-
DOIhttp://dx.doi.org/10.21511/im.20(3).2024.04
-
Article InfoVolume 20 2024, Issue #3, pp. 42-55
- 398 Views
-
207 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Drawing on the Theory of Planned Behavior, this study aims to investigate the factors that influence consumers’ purchasing behavior towards Saudi coffee product. Additionally, it seeks to examine the moderating role of consumer ethnocentrism on the relationship between purchase intention and actual purchasing behavior of young consumers. The target population consisted of young consumers in Saudi Arabia who had previously consumed Saudi coffee product. Data were collected through an online survey using Google Forms in February 2024. The sample size comprised 386 respondents, 18-34 years old (with 52.8% of males and 47.2% of females). To assess the hypothesized model, the collected data underwent an analysis using Partial Least Squares Modeling approach. The results indicated that social media marketing activities depict high effect on intention of young consumers to purchase Saudi coffee product. Additionally, subjective norms, attitude, hedonic value, perceived behavioral control, and utilitarian value demonstrate a significant effect on customers’ intention to purchase Saudi coffee product. Furthermore, the results confirmed the moderating role of consumer ethnocentrism in the relationship between young consumers’ purchase intentions and their actual purchasing behavior toward Saudi coffee product.
Acknowledgment
This research was funded by the “Saudi coffee grants” program offered by the Saudi Ministry of Culture. All opinions expressed herein belong to the researchers and do not necessarily reflect those of the Ministry of Culture.
- Keywords
-
JEL Classification (Paper profile tab)M31, D12, D91
-
References50
-
Tables7
-
Figures1
-
- Figure 1. Study framework
-
- Table 1. Socio-demographic characteristics of the respondents (N = 386)
- Table 2. Assessment of the measurement model (second order)
- Table 3. Hypotheses testing
- Table 4. Moderator analysis results
- Table A1. Measurement reliability and validity
- Table A2. Discriminant validity
- Table A3. Questionnaire
-
- Ahmed, N., Li, C., Khan, A., Qalati, S. A., Naz, S., & Rana, F. (2021). Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness. Journal of Environmental Planning and Management, 64(5), 796-822.
- Aji, P., Nadhila, V., & Sanny, L. (2020). Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry. International Journal of Data and Network Science, 4(2), 91-104.
- Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50(2), 179-211.
- Ajzen, I., & Schmidt, P. (2020). Changing behavior using the theory of planned behavior. In Hagger, M. S., Cameron, L. D., Hamilton, K., Hankonen, N., & Lintunen, T. (Eds.), The handbook of behavior change (pp. 17-31).
- Akbari, M., Ardekani, Z. F., Pino, G., & Maleksaeidi, H. (2019). An extended model of Theory of Planned Behavior to investigate highly-educated Iranian consumers’ intentions towards consuming genetically modified foods. Journal of Cleaner Production, 227, 784-793.
- Al-Othman, A., Al-Musharaf, S., Al-Daghri, N. M., Yakout, S., Alkharfy, K. M., Al-Saleh, Y., ... & Chrousos, G. P. (2012). Tea and coffee consumption in relation to vitamin D and calcium levels in Saudi adolescents. Nutrition Journal, 11, 1-6.
- Armutcu, B., Ramadani, V., Zeqiri, J., & Dana, L.-P. (2023). The role of social media in consumers’ intentions to buy green food: evidence from Türkiye. British Food Journal, 126(5), 1-18.
- Blue Weave Consulting. (2023). Saudi Arabia Coffee Market – By Product (Whole-bean, Ground Coffee, Instant Coffee, Coffee Pods & Capsules); By Distribution Channel (On-trade, Off-trade), Trend Analysis, Competitive Landscape & Forecast, 2019-2029.
- Bougie, R., & Sekaran, U. (2019). Research methods for business: A skill building approach. New York: John Wiley & Sons.
- Bushara, M. A., Abdou, A. H., Hassan, T. H., Sobaih, A. E. E., Albohnayh, A. S. M., Alshammari, W. G., ... & Elsaied, M. A. (2023). Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM? Sustainability, 15(6), 5331.
- Businesswire. (2023). Saudi Arabia Coffee Market Report 2022: Rising Number of Initiatives to Increase Coffee Production in Saudi Arabia Presents Opportunities.
- Chiu, C.-H., Wei, S.-T., Wei, C.-S., & Wei, C.-C. (2019). Impact of eight dimensions on the business of specialty coffee shops. PressAcademia, 6(1), 79-87.
- Dorce, L. C., da Silva, M. C., Mauad, J. R. C., de Faria Domingues, C. H., & Borges, J. A. R. (2021). Extending the theory of planned behavior to understand consumer purchase behavior for organic vegetables in Brazil: The role of perceived health benefits, perceived sustainability benefits and perceived price. Food Quality and Preference, 91.
- Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
- Gallarza, M. G., Gil-Saura, I., & Holbrook, M. B. (2011). The value of value: Further excursions on the meaning and role of customer value. Journal of Consumer Behaviour, 10(4), 179-191.
- Ge, Y., Yuan, Q., Wang, Y., & Park, K. (2021). The Structural Relationship among Perceived Service Quality, Perceived Value, and Customer Satisfaction-Focused on Starbucks Reserve Coffee Shops in Shanghai. China. Sustainability, 13(15), 8633.
- Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Thousand Oaks, CA: Sage.
- 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), 2-24.
- Hamdan, H., & Paijan, P. (2020). Utilitarian values and hedonic values of women coffee lovers. Dinasti International Journal of Education Management and Social Science, 2(2), 310-322.
- Hamid, S., & Sujood, M. A. (2023). Behavioral intention to order food and beverage items using e-commerce during COVID-19: an integration of theory of planned behavior (TPB) with trust. British Food Journal, 125(1), 112-131.
- 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.
- Ho, Y. H., Alam, S. S., Ahsan, M. N., & Lin, C.-Y. (2023). Consumers’ intention toward buying ethically produced products in Bangladesh. International Journal of Emerging Markets, 18(12), 5798-5817.
- Javalgi, R., Khare, P. V., Gross, C. A., & Scherer, R. F. (2005). An application of the consumer ethnocentrism model to French consumers. International Business Review, 14(3), 325-344.
- Kamaruddin, A. R., Mokhlis, S., & Othman, M. N. (2002). Ethnocentrism orientation and choice decisions of Malaysian consumers: The effects of socio-cultural and demographic factors. Asia Pacific Management Review, 7(4), 553-571.
- Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
- Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services, 34, 1-9.
- Li, S., & Jaharuddin, N. S. (2021). Influences of background factors on consumers’ purchase intention in China’s organic food market: Assessing moderating role of word-of-mouth (WOM). Cogent Business & Management, 8(1).
- Liu, M. T., Liu, Y., & Mo, Z. (2020). Moral norm is the key: An extension of the theory of planned behaviour (TPB) on Chinese consumers’ green purchase intention. Asia Pacific Journal of Marketing and Logistics, 32(8), 1823-1841.
- Maehle, N., Iversen, N., Hem, L., & Otnes, C. (2015). Exploring consumer preferences for hedonic and utilitarian food attributes. British Food Journal, 117(12), 3039-3063.
- Memon, M. A., Cheah, J. H., Ramayah, T., Ting, H., Chuah, F., & Cham, T. H. (2019). Moderation analysis: issues and guidelines. Journal of Applied Structural Equation Modeling, 3(1), 1-11.
- Mohamed Sadom, N. Z., Mat Yusoff, S. H., & Mohd Sauh, S. (2023). The Relationship Between Social Media Marketing, Trust, Reputation and Purchase Intention: Empirical Evidence from Fast-Food Industry. Journal of International Food & Agribusiness Marketing, 1-29.
- Mohammed, A. A. (2021). What motivates consumers to purchase organic food in an emerging market? An empirical study from Saudi Arabia. British Food Journal, 123(5), 1758-1775.
- Mohammed, A., Homaid, A., & Alaswadi, W. (2020). Factors influencing green purchase behavior among young consumers in Saudi Arabia. Transnational Marketing Journal, 8(1), 51-73.
- Moslehpour, M., Ismail, T., Purba, B., & Wong, W.-K. (2021). What makes GO-JEK go in Indonesia? The influences of social media marketing activities on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89-103.
- Oktriyanto, B. (2021). Effects of Social Media Marketing Activities toward Purchase Intention Healthy Food in Indonesia. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(10), 6815-6822.
- Opoku, R. (2012). Young Saudi adults and peer group purchase influence: a preliminary investigation. Young Consumers, 13(2), 176-187.
- Orth, U. R., & Firbasová, Z. (2003). The role of consumer ethnocentrism in food product evaluation. Agribusiness: An International Journal, 19(2), 137-153.
- Qi, X., & Ploeger, A. (2021). Explaining Chinese Consumers’ Green Food Purchase Intentions during the COVID-19 Pandemic: An Extended Theory of Planned Behaviour. Foods, 10(6), 1200.
- Ramadania, R., Suh, J., Rosyadi, R., Purmono, B. B., & Rahmawati, R. (2023). Consumer ethnocentrism, cultural sensitivity, brand credibility on purchase intentions of domestic cosmetics. Cogent Business & Management, 10(2), 2229551.
- Shimp, T. A., & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, 24(3), 280-289.
- Shin, Y. H., Im, J., Jung, S. E., & Severt, K. (2018). The theory of planned behavior and the norm activation model approach to consumer behavior regarding organic menus. International Journal of Hospitality Management, 69, 21-29.
- Sohail, M. S., & Opoku, R. A. (2016). Applying the animosity model in foreign product purchases: Evidence from an emerging nation. Journal of International Consumer Marketing, 28(2), 121-134.
- Statista. (2023). Coffee consumption worldwide from 2012/13 to 2020/21 with a forecast to 2022/23 (in million 60kg bags).
- Statista. (2024). Coffee - Saudi Arabia.
- Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425-478.
- Xin, L., & Seo, S. (2020). The role of consumer ethnocentrism, country image, and subjective knowledge in predicting intention to purchase imported functional foods. British Food Journal, 122(2), 448-464.
- Yadav, R., & Pathak, G. S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732-739.
- Yeğin, T., & Ikram, M. (2022). Analysis of Consumers’ Electric Vehicle Purchase Intentions: An Expansion of the Theory of Planned Behavior. Sustainability, 14(19).
- Zebal, M. A., & Jackson, F. H. (2019). Cues for shaping purchase of local retail apparel clothing brands in an emerging economy. International Journal of Retail & Distribution Management, 47(10), 1013-1028.
- Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.
-
Social media marketing, functional branding strategy and intentional branding
Mohammad Fahmi Al-Zyoud
doi: http://dx.doi.org/10.21511/ppm.16(3).2018.09
Problems and Perspectives in Management Volume 16, 2018 Issue #3 pp. 102-116 Views: 5139 Downloads: 2118 TO CITE АНОТАЦІЯIt has been suggested that social media marketing may be inclined more towards functional branding than intentional branding. The present study empirically examined the relationship between social media marketing strategies, intentional branding and functional branding with a view to determining where social media marketing strategies are more strongly inclined towards intentional than functional branding. Quantitative data were collected from 133 participants from Jordan marketing departments using questionnaires and analyzed using SPSS. The results of the study confirmed the relationship between social media marketing strategies. However, results showed that social media marketing strategies are more strongly inclined towards intentional branding than functional branding suggesting that social media marketing strategies are oriented towards intentional branding. The study recommends examining the idea of intentional branding and its role in controlling the image of the brand among customers.
-
Assessing information systems success: a respecification of the DeLone and McLean model to integrating the perceived quality
Yanuar Nugroho ,
Ari Prasetyo
doi: http://dx.doi.org/10.21511/ppm.16(1).2018.34
Problems and Perspectives in Management Volume 16, 2018 Issue #1 pp. 348-360 Views: 1966 Downloads: 727 TO CITE АНОТАЦІЯDeLone and McLean (1992) model of information systems success has received much attention amongst researchers. This study aimed to respecify and validate the DeLone and McLean model (2003) by proposing a social exchange theory for underlying changes in the direction of perceived quality and adding perceived value variables suggested by Wang (2008). The purpose of this study was to obtain a better understanding of information system of the user perception when using organization’s information systems. Therefore, a model for testing the information systems success was formed.
The primary data used in this study were collected from 102 respondents who apply accounting software in their companies (end-user computing). Companies that were used as samples in this study were the ones that created or developed accounting software by themselves. 27 questionnaires were obtained by mail survey accompanied with a contact-person approach.
All of the hypotheses tested were found to be significantly supported. The model provided strong support for the relationships between perceived quality, perceived value, user satisfaction, and net benefits. Information and system quality has been shown as a proxy that affects service quality. Information quality, system quality, and service quality cause the formation of perceived value and, then, this perceived value will affect user satisfaction and net benefits. The characteristics of information systems are an important aspect that researchers should concern when testing the information systems success. -
Social media marketing and business competitiveness: evidence from South African tourism SMMEs
Problems and Perspectives in Management Volume 15, 2017 Issue #2 (cont. 2) pp. 411-423 Views: 1956 Downloads: 1420 TO CITE АНОТАЦІЯThe increasing prominence of social media marketing in advancing the global reach and visibility of products and services is ideal for the South African tourism industry, which depends on local and international visitors for leveraging its business activities and competitiveness. However, what remains under-explored in tourism literature is the depth of integration of social media marketing into the competitive strategies of emerging tourism small, micro and medium enterprises (SMMEs). To address this grey area, this study explored the extent to which tourism SMMEs utilize social media technologies (SMTs) to extend their market share and the implications thereof for the competitiveness of their business operations. Drawing on a quantitative approach, a survey was conducted on 234 tourism SMMEs’ owner/managers in the Free State province of South Africa to establish the impact of social media marketing on the competitiveness of their businesses. Evidence suggests that tourism SMMEs employed social media marketing predominantly for online marketing of their products/services, promoting their products/services, attracting existing customers, and sometimes, for integrating it into their marketing strategies. Results of correlation analysis revealed that social media marketing is positively and significantly related to the competitiveness of tourism SMMEs. The recommendations for leveraging the integration of social media marketing into the competitive strategy of the small business are provided.
