A Proposed Hypothetical Framework for Investigating Antecedents of Consumer Purchase Intentions towards Traditional Foods

– The aim of this paper is to propose a hypothetical framework for identifying and assessing antecedents of consumer purchase intentions towards traditional foods. Literature on theories that have been applied to food choice studies is reviewed, followed by an integration of selected theories into a proposed hypothetical framework for investigating antecedents of consumer purchase intentions towards traditional foods. The resulting hypothetical framework identifies ten variables, acting as antecedents that influence purchase intentions towards traditional foods, which have been grouped into personal factors, external factors and food properties. The proposed hypothetical framework is useful for designing future empirical studies that seek to identify and assess antecedents of consumer purchase intentions towards traditional foods. The hypothetical framework is therefore a first step towards developing a validated model for explaining and predicting purchase intentions towards traditional foods, for the benefit of marketing scholarship and industry practice alike.