In the scenario of food consumptions, we witness the consumer's growing consideration for the "convenience" attribute. Our study intends to understand the consumer behaviour towards convenience-processed foods by analysing in a single model the role of beliefs, personal traits, social influence and market availability. We applied a Structural Equation Model (SEM) to a representative sample of 426 Italian consumers. The results show a correlation between intention to consume convenience-processed foods and social influence, market availability and several personal traits, suggesting strategies for the development of the convenience food market.
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