Greek consumers' purchase intentions towards food and beverage products containing aloe vera

Abstract

The aim of this research paper is to examine the Greek consumers' purchase intentions towards food and beverage products containing aloe vera. The analysis was conducted according to the Theory of Planned Behaviour (TPB) model, taking in consideration independent variables such as: food neophilia, product knowledge, perceived health benefits, attitudes, social contacts, previous purchasing behaviour and price perception, and analysing their relationship with the dependent variable purchase intention. The quantitative research method was used for the data collection, which involved the development of a questionnaire and its online distribution through emails and Facebook, as well as in many physical locations. There was a total of 414 usable responses collected, which were analyzed with the help of Microsoft Excel and the Statistical Package for the Social Science (SPSS). Interestingly enough, the finding of this research show that all of the predetermined hypotheses according to literature can be confirmed. However, even though there have been positive relationships among all of the independent variables and the dependent variable, their relationships are considered to be weak. Therefore, this topic may be further analyzed in the future, with the use of different constructs for the variables. This study provides useful information which can assist food marketers selling food and beverage products containing aloe vera to better address their Greek customers and improve their marketing techniques. Additionally, the study constitutes a valuable addition to the existing international literature about Greek consumers' purchase intentions.