Theories and Models of Consumer Behaviour Relating to the Purchase Intention Regarding Food Products – A Critical Review
Theories and Models of Consumer Behaviour Relating to the Purchase Intention Regarding Food Products – A Critical Review

Summary/Abstract: In the current dynamically changing environment and unstable econo-my, there are a number of factors that are changing consumers’ inten-tion to buy food. Due to that fact, there is still a need for further us-age and adoption of available consumer behaviour models and theoriesin the research literature relating to the purchase intention in the foodmarket. The aim of the paper is to determine what dominant theoriesand models found in the literature are used in the analysis of consumerbehaviour relating to the purchase intention in the food market. It alsoseeks to examine research approaches and methods employed, as well as the authors’ perspectives on the applied theories or models, in orderto highlight future opportunities for both qualitative and quantitative re-search in this area. The authors analyse 111 papers published in the years2020–2023. The critical review has been adopted as a method of litera-ture analysis. The results obtained indicate that the most frequently usedtheory or model in the consumer behaviour analysis regarding the foodmarket is the Theory of Planned Behaviour (TPB). Nevertheless, in sever-al studies, it is observed that the theories and models presented in the lit-erature are used without providing any perspective or conclusion bythe authors in this research area.

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