An application of the theory of planned behaviour to predict intention to consume African indigenous foods in Kenya

• Published in: British food journal (1966) Vol. 118; no. 5; pp. 1268 - 1280
• Main Authors: Gakobo, Thomas Waweru, Jere, Mlenga G
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Group Publishing Limited 03.05.2016
• Subjects: Behavior; Construction; Consumers; Consumption; Control equipment; Culture; Design analysis; Determinants; Food; Food & nutrition; Food consumption; Foods; Human behavior; Hypotheses; Least squares method; Marketing; Motivation; Native cooking; Norms; Perceptions; Public policy & environmental management; Sorghum; Studies; Theory of planned behavior; Kenya; Kenya, Nairobi; Africa; Kenya; Theory of planned behaviour; Consumption intention; African indigenous foods
• ISSN: 0007-070X; 1758-4108; 0007-070X
• DOI: 10.1108/BFJ-10-2015-0344

Purpose – African indigenous foods (AIFs) have a special place and role in many African cultures for the sustenance of life and provisions food substances and health. However, it has been observed that consumption of these foods is declining. The purpose of this paper is to establish the determinants of consumption intentions of AIFs in Kenya using the theory of planned behaviour (TPB). Design/methodology/approach – A stratified random sample of 319 respondents drawn from Nairobi County was surveyed using a self-completion instrument. Partial least squares analysis was used to test the hypotheses regarding the relationship between the predictor constructs (namely; personal attitude towards AIFs, subjective norm, and perceived behaviour control) and consumption intentions. Findings – All the predictor constructs were found to positively influence consumption intention and collectively explained 62.3 per cent of the variance in consumption intention for AIFs. There is a discrepancy between our findings on intention to consume AIFs and the reported declining consumption. Marketers and policy makers should address factors in the intention-consumption behaviour relation in addition to focusing on the antecedents of intention. Originality/value – This study employs the TPB to investigate the determinants of consumption intention for AIFs in Kenya.