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An Empirical Study Of Attitude Towards Food In India

Author

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  • Madan Lal

    (Banaras Hindu University, India)

Abstract

The paper aims at studying consumers’ attitude towards food, subjective norms and intentions affecting food behaviour. Both primary and secondary data has been used for the study. Primary data from a sample of 362 consumers is collected using a modified questionnaire based on theory of planned behaviour (TPB). Examination of the estimated coefficients indicates that, the basic structure of the TPB model holds true. Hypotheses are tested by applying structural equation modelling technique for validation of proposed model. The model returned good fit.

Suggested Citation

  • Madan Lal, 2012. "An Empirical Study Of Attitude Towards Food In India," Journal of Applied Management and Investments, Department of Business Administration and Corporate Security, International Humanitarian University, vol. 1(4), pages 418-425.
  • Handle: RePEc:ods:journl:v:1:y:2012:i:4:p:418-425
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    Cited by:

    1. Anatoliy G. Goncharuk, 2015. "Food Business and Food Security Challenges in Research," Journal of Applied Management and Investments, Department of Business Administration and Corporate Security, International Humanitarian University, vol. 4(4), pages 223-230, November.
    2. Anatoliy G. Goncharuk, 2016. "The Challenges of Efficiency and Security of International Food Value Chains," Journal of Applied Management and Investments, Department of Business Administration and Corporate Security, International Humanitarian University, vol. 5(4), pages 241-249, November.
    3. Aleksandra Figurek, 2015. "Business Results of Food Sector Enterprises of the Republic of Srpska (BiH)," Journal of Applied Management and Investments, Department of Business Administration and Corporate Security, International Humanitarian University, vol. 4(2), pages 82-88.

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