An expanded rational expectations model of intention to consume an innovative food product in a restaurant setting

Abstract

Icek Ajzen and Mamn Fishbein's Theory of Reasoned Acnon served as the theoretical basis for this study. An expanded version of the theory was employed to investigate the intention of consumers to consume an innovative meat product in a restaurant setting. The Expanded Rational Expectations Intention (EREI) model used two additional constructs, social acceptability and knowledge, to assist in evaluating consumer intention. The constructs in the EREI model included intention being predicted by attitude, subjective norm, knowledge, beliefs, referent others, and social acceptability.

Participants in this study were a self-selected sample of Texas Tech University's faculty, staff, family, and friends. A self-report questionnaire was administered to participsmts (n=167) in the Animal Science Meat Lab Auditorium of Texas Tech. A onestep approach was used to compare the hypothesized (EREI) model to the Theory of Reasoned Action using LISREL VIII procedures. Analysis required the use of formative and reflective scales using path analysis and structural equation modeling techniques.

Results indicated that the proposed EREI model was better than the rational expectations model in predicting consumer intention. Social acceptability had a significant effect on attitude and an indirect effect on intention through the mediating construct attitude. Social acceptability also had a direct effect on intention. Knowledge had no indirect or direct effect on intention. Subjective norm had an inverse relationship with intention.