Facilitating the Edible Bird’s Nest Industry: The Roles of Perceived Quality, Resistance to Change and Mindfulness

Abstract

Understanding the mechanisms through which consumers make purchase decisions towards edible bird’s nest (EBN) products is critical for producers of EBN products to trigger sales of this specialty and boost the enormous potential of the EBN industry. This study is one of the first to expand the conventional theory of planned behaviour (TPB) model by incorporating perceived quality, perceived value, willingness to pay, resistance to change and mindfulness into the conventional TPB model to enhance its robustness and better predict the purchase intention of consumers for EBN products. The data was collected from 240 consumers in Vietnam. The results show that subjective norms, perceived behavioural control, perceived quality, perceived value and willingness to pay exert significant impacts on the purchase intention of consumers for EBN products. Resistance to change and mindfulness indirectly influence the purchase intention through willingness to pay.