E-commerce is quickly increasing purchasing behavior across the globe, but little is known about how psychological paradigms underscore online buying intentions for locally essential items as nomadic local foods. The primary goal of this research is to examine the effects of some important psychological constructs and motivational values on predicting consumers' intention to purchase nomadic and local foods via online e-commerce platforms, such as Ashayershop. This study followed the Theory of Planned Behavior (TPB) and looked at direct and mediated effects of attitudes, perceived behavioral control, and subjective norms on intention to purchase. Structural Equation Modeling (SEM) was conducted, based on data collected from a representative sample of consumers who were familiar with online shopping for local foods. The results highlight that attitude towards online shopping for local foods was the strongest direct predictor of intention to purchase (β = 0.383, T = 9.487, p < 0.001). Perceived behavioral control (β = 0.220, T = 5.316, p < 0.001), hedonic value (β = 0.213, T = 4.907, p < 0.001), utilitarian value (β = 0.187, T = 3.719, p < 0.001), and subjective norms (β = 0.149, T = 3.493, p < 0.001), received a significant positive effect on intention. In addition, hedonic and utilitarian values bountifully mediated the relation between psychological antecedents (attitudes, perceived behavioral control, and subjective norms) and purchase intention. For instance, attitude indirect effect via hedonic value was β = 0.080 (T = 3.783, p < 0.01), and indirect effect via utilitarian value was β = 0.040 (T = 3.058, p < 0.01), indicating the importance of these values as mediators. This research makes a contribution to the literature by showing that motivational values serve as not only an outcome but also as cognitive-affective mediators in the behavioral process thus expanding the TPB in the context of digital food markets. In general, these results provide valuable insights to e-commerce platforms and policymakers who desire to promote consumer engagement with products stemming from culture and tradition on line by developing new integrated strategies that address the cognitive, emotional, and social components.
Keywords: Theory of Planned Behavior (TPB); consumer purchase intention; hedonic and utilitarian values; local foods; online food shopping.