Factors influencing young consumers’ purchasing behavior toward Saudi coffee product: An application of the extended Theory of Planned Behavior model

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Drawing on the Theory of Planned Behavior, this study aims to investigate the factors that influence consumers’ purchasing behavior towards Saudi coffee product. Additionally, it seeks to examine the moderating role of consumer ethnocentrism on the relationship between purchase intention and actual purchasing behavior of young consumers. The target population consisted of young consumers in Saudi Arabia who had previously consumed Saudi coffee product. Data were collected through an online survey using Google Forms in February 2024. The sample size comprised 386 respondents, 18-34 years old (with 52.8% of males and 47.2% of females). To assess the hypothesized model, the collected data underwent an analysis using Partial Least Squares Modeling approach. The results indicated that social media marketing activities depict high effect on intention of young consumers to purchase Saudi coffee product. Additionally, subjective norms, attitude, hedonic value, perceived behavioral control, and utilitarian value demonstrate a significant effect on customers’ intention to purchase Saudi coffee product. Furthermore, the results confirmed the moderating role of consumer ethnocentrism in the relationship between young consumers’ purchase intentions and their actual purchasing behavior toward Saudi coffee product.

Acknowledgment
This research was funded by the “Saudi coffee grants” program offered by the Saudi Ministry of Culture. All opinions expressed herein belong to the researchers and do not necessarily reflect those of the Ministry of Culture.

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    • Figure 1. Study framework
    • Table 1. Socio-demographic characteristics of the respondents (N = 386)
    • Table 2. Assessment of the measurement model (second order)
    • Table 3. Hypotheses testing
    • Table 4. Moderator analysis results
    • Table A1. Measurement reliability and validity
    • Table A2. Discriminant validity
    • Table A3. Questionnaire
    • Conceptualization
      Abdulalem Mohammed
    • Data curation
      Abdulalem Mohammed
    • Formal Analysis
      Abdulalem Mohammed
    • Funding acquisition
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    • Investigation
      Abdulalem Mohammed
    • Methodology
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    • Project administration
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    • Resources
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    • Software
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    • Supervision
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    • Validation
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    • Visualization
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    • Writing – original draft
      Abdulalem Mohammed
    • Writing – review & editing
      Abdulalem Mohammed