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The Influence of Consumption Values and Attitude on Fruit Purchase Intention: a Conceptual Analysis

Year: 2025

Type: article

Abstract: Enhancing fruit consumption seeks to elevate the fruit industry while tackling elevated incidences of non-communicable diseases (NCDs) and obesity. This research aims to establish a framework derived from a literature review to elucidate the elements affecting customer propensity to purchase fruits. A comprehensive literature review on the intention to purchase fruits was conducted to establish a conceptual framework that delineates the relationship between consumption values, attitudes, and fruit purchasing intentions. The research demonstrates that possessing positive consumption values may foster a favorable attitude that results in customers' inclination to purchase fruit. The conceptual model will aid practitioners in understanding the influence of consumer consumption values and attitudes on boosting purchasing intentions. Future study should include quantitative and structural equation modeling (SEM) to validate the effects of the proposed framework and hypotheses.

Source: International Journal of Entrepreneurship and Management Practices

DOI: 10.35631/ijemp.831030

Authors: Awisal Fasyni, Geetha Muthusamy, Siti Daleela Mohd Wahid, Wan Normila Mohamad

Institutions: Universiti Teknologi MARA System, Universiti Teknologi MARA, National University of Malaysia

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Zero hunger

Open Access status: diamond

OpenAlex ID: W7104027763

FWCI:

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