2026-04-27T18:26:03Zhttps://riubu.ubu.es/oai/request

oai:riubu.ubu.es:10259/79732023-12-15T11:54:30Zcom_10259_4596com_10259.4_2574com_10259.4_106com_10259_2604col_10259_4597

Testing Model of Purchase Intention for Fast Food in Mexico: How do Consumers React to Food Values, Positive Anticipated Emotions, Attitude toward the Brand, and Attitude toward Eating Hamburgers? Pérez-Villarreal, Héctor Hugo Martínez Ruiz, María Pilar . Izquierdo Yusta, Alicia Food values Positive anticipated emotions Attitude toward the brand Attitude toward eating a hamburger Purchase intention Comercio Alimentos Commerce Food This research investigated the effect of the food values, positive anticipated emotions, attitude toward the brand, and attitude toward eating a hamburger on purchase intention in fast-food restaurants in Mexico conjointly. The purpose of this study was to discover which variables influenced the consumer´s intention to buy. Data was collected from a survey of 512 Mexicans fast-food consumers. Structural equation modeling was used to test the hypothesized associations. The results showed that food values and positive anticipated emotions absolutely impact the attitude toward the brand, which impacts the purchase intention of the Mexican consumers. Nonetheless, the positive anticipated emotions impact stronger than food values, and the best way to get a purchase intention is toward the attitude of the brand rather than attitude toward eating a hamburger. The authors discussed inferences and suggestions for consumer approaches. This research was funded by Universidad Popular Autónoma del Estado de Puebla (UPAEP), Sistemas de Información de Marketing: Sistemas de información, modelización y gestión para la toma de decisiones en Marketing and the APC was funded by UPAEP. 2023-11-09T12:30:09Z 2023-11-09T12:30:09Z 2019-08 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion http://hdl.handle.net/10259/7973 10.3390/foods8090369 2304-8158 eng Foods. 2019, V. 8, n. 9, 369 https://doi.org/10.3390/foods8090369 Atribución 4.0 Internacional http://creativecommons.org/licenses/by/4.0/ info:eu-repo/semantics/openAccess application/pdf MDPI