From passion to purchase: unpacking the mediating effects of practical need and convenience in the context of local rice consumption

This quantitative study investigates the complex interplay among harmonious passion, obsessive passion, and their impact on local rice purchase behavior among Ghanaian consumers, with a particular emphasis on elucidating the mediating roles of practical need and convenience through the lens of the Theory of Planned Behavior. Utilizing a cross-sectional design, a structured questionnaire was administered to a sample of 384 rice consumers, and the collected data analyzed using Partial Least Square-Structural Equation Modeling. The results indicate that harmonious passion exerts a significant and positive influence on practical need, convenience, and purchase behavior, whereas obsessive passion has a significant and positive impact on practical need and convenience but a negative and insignificant effect on purchase behavior. Notably, the findings reveal that convenience plays a crucial mediating role in translating passion into actual purchasing behavior, underscoring its significance in the passion-purchase behavior nexus. In providing nuanced insights into the cognitive and affective mechanisms underlying consumer decision-making processes in the context of local rice consumption. This study contributes to the extant literature on consumer behavior and extends the Theory of Planned Behavior framework by highlighting the importance of passion and convenience in predicting purchase behavior. The study’s findings have significant implications for the development of targeted marketing strategies that prioritize convenience and foster passion for local rice brands, ultimately contributing to the growth and sustainability of the rice industry in Ghana.