| Title |
Why millennials of smart city are willing to pay premium for toxic-free food products: social media perspective |
| ID_Doc |
36660 |
| Authors |
Trivedi, M; Bulsara, HP; Shukla, Y |
| Title |
Why millennials of smart city are willing to pay premium for toxic-free food products: social media perspective |
| Year |
2023 |
| Published |
British Food Journal, 125, 9 |
| Abstract |
PurposeThis study aims to investigate the smart city millennials' willingness to pay a premium (WTP) toward toxic-free food products (TFPs). Specifically, it explores the role of social media and environmental concern (EC), using the theory of planned behavior.Design/methodology/approachThe authors used a self-administered questionnaire to gather data from 337 millennials living in an Indian smart city, and analyzed them using PLS-SEM.FindingsThe authors found that both EC and social media influence millennials' attitude and purchase intention (PI). The PI so formed, in turn, has both a significant and positive influence on the WTP for TFPs.Originality/valueTo the best of the authors' knowledge, the study is possibly pioneering, especially in the Indian context, as it considers the theory of planned behavior (TPB)'s perspective on millennials of a smart city with respect to TFP. Besides, data on the willingness to pay premium vis-a-vis the social media influence have also shed light on the contexts' uniqueness. |
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