Determinants of Food Choice in a Transitional Economy: Insights from the Theory of Reasoned Action

This paper draws upon a consumer survey carried out in Bucharest (Romania) to explore determinants of food choice in a transition economy. An adapted version of the Theory of Reasoned Action was developed. This included attitude toward intention, habit and preference as independent variables. The structural equations modelling carried out in 'Analysis of MOment Structures' AMOS showed a significant positive influence of all variables. Similar to other studies conducted in European Union (EU) countries (Saba, Di Natale, 1998) habit outweighed the other variables. The study emphasises the heterogeneity of consumer beliefs about food. Furthermore it was suggested that there is scope for noneconomic variables in explaining food choices and consumer behaviour in these emerging economies, though the influence of these variables may be still limited relative the economic factors. Further research on special groups is required to quantify the influence of non-economic factors and compare the results estimated in Romania with other countries which are candidates to EU accession.

Issue Date:
Publication Type:
Conference Paper/ Presentation
DOI and Other Identifiers:
Record Identifier:
PURL Identifier:
Total Pages:
Series Statement:
Contributed Paper

 Record created 2017-04-01, last modified 2020-10-28

Download fulltext

Rate this document:

Rate this document:
(Not yet reviewed)