Through structural equation modeling, Fishbein and Ajzen's modified theory of reasoned action model (TORA) is used to study the impact of innovation on Indian consumers' purchase behavior of new processed foods. The results indicate that subjective norms are a key factor in understanding Indian consumers' new food purchase decisions regardless of their level of innovation. Specifically, subjective norms are found to have direct effects on attitudes, intention to buy, and purchase behavior for new processed food products. Surprisingly, attitudes have little effect on less innovative consumers' intention to buy. Additionally, product familiarity had a significant impact on Indian consumers' attitudes, subjective norms, intention to buy, and, ultimately, purchase behavior of the low innovator and high innovator groups. Marketing implications are discussed.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.