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A repurchase intention model of Indonesian herbal tea consumers: integrating perceived enjoyment and health belief

Nidya Astrini (Research Center for Policy and Management of Science, Technology, and Innovation, Indonesian Institute of Sciences, Jakarta, Indonesia)
I Gede Mahatma Yuda Bakti (Research Center for Policy and Management of Science, Technology, and Innovation, Indonesian Institute of Sciences, Jakarta, Indonesia)
Tri Rakhmawati (Research Center for Policy and Management of Science, Technology, and Innovation, Indonesian Institute of Sciences, Jakarta, Indonesia)
Sik Sumaedi (Research Center for Policy and Management of Science, Technology, and Innovation, Indonesian Institute of Sciences, Jakarta, Indonesia)
Medi Yarmen (Research Center for Policy and Management of Science, Technology, and Innovation, Indonesian Institute of Sciences, Jakarta, Indonesia)

British Food Journal

ISSN: 0007-070X

Article publication date: 23 June 2021

Issue publication date: 3 January 2022

883

Abstract

Purpose

This research seeks to develop a model to predict repurchase intention based on the modified theory of planned behavior (TPB).

Design/methodology/approach

This research is quantitative study involving 150 respondents from five major cities in Indonesia. Data were collected using a questionnaire. Data analysis used confirmatory factor analysis–structural equation modeling (CFA–SEM).

Findings

The research instrument and the proposed model were fit. However, health belief was not proven to have a significant impact on attitude. The perceived behavioral control (PBC) also did not significantly affect repurchase intention.

Research limitations/implications

Future research that utilizes TPB should incorporate emotional belief as part of the attitude variable.

Practical implications

In the designing and marketing process, managers of herbal teas companies should consider the health benefits of their products and the feeling of joy it might incite.

Originality/value

The TPB was initially constructed from three variables: subjective norm, attitude and perceived behavioral control (PBC). Unlike previous research, this study considered cognitive and emotional beliefs as the factors that affected attitude.

Keywords

Acknowledgements

Author contributions: All authors are the main contributor of this paper.

Citation

Astrini, N., Bakti, I.G.M.Y., Rakhmawati, T., Sumaedi, S. and Yarmen, M. (2022), "A repurchase intention model of Indonesian herbal tea consumers: integrating perceived enjoyment and health belief", British Food Journal, Vol. 124 No. 1, pp. 140-158. https://doi.org/10.1108/BFJ-02-2021-0189

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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