Factors Influencing Consumer’s Purchase Intention on New Seasonal Menu Selection (Viral Food)

Abstract

The study evaluated consumers’ purchase intentions for new seasonal menu selections (Viral Food). Three elements cited in the study greatly influenced someone’s buying intention to acquire this viral food product. Personal attitudes, societal influences and product attributes. The study examines the link between personal attitude and buy intention, the impact of societal influences on someone’s purchase intention, and how the product qualities of viral food influence someone’s purchase intention. The data was collected using a quantitative technique through an online questionnaire. According to the findings of 405 respondents, numerous factors influence viral food purchasing intentions. This study might be useful for people working in the food industry since it provides a comprehensive understanding of consumers’ purchasing intentions, expectations, and perceptions, particularly about viral food. Companies now have more information to build marketing tactics and customer preferences to boost the new seasonal menu choices (viral food).