An extended theory of planned behavior approach for assessing factors affecting street food consumption in the Philippines

Changes in behavioral aspect in food consumption prevailed in recent times, especially the rise of street food popularity in different countries. With scarce literature available, research on consumption and behavioral intentions in street foods was evident. This study considered an extended theory of planned behavior framework for the holistic assessment of consumption intention of street foods. With 1601 valid responses collected in the Philippines, structural equation modelling was applied for the causal relationship analysis of factors influencing consumption intention of street foods in the Philippines. Results indicated that perceived food quality and utilitarian eating values presented as contributing factor affecting attitude, while utilitarian eating values affected consumption intention with higher beta value over hedonic eating values and consumer behavioral domains. Following which was perceived monetary aspects, subjective norm and perceived behavioral control, and consumer attitude. Meanwhile, hedonic eating value negatively associated with consumption intention, but positive on consumers’ attitude. Managerial implications, practical suggestions, and thorough discussion were presented for other researchers to build on the findings which can be extended into other aspects related to local to foreign food and beverage advertisement, selling, and advancement. Furthermore, the results and framework utilized in this study can be further extended and applied to other aspects of consumer behavior in relation to other food industries.