Author Description

Consumer behavior is the outcome of consumer intentions to behave in a particular way. The consumer intention in turn are framed by many aspects including consumer attitude towards that object, consumer social/subjective norms and perceived behavior control. This study examines consumer attitude towards food products along with subjective norms and perceived behavior control and intentions to buy food products. The book starts with theoretical background of attitude, subjective norms, perceived behavioral control and behavioral intentions. Second chapter presents the studies conducted worldwide on food attitude, followed by the methodology adopted for current work in the third chapter. The forth chapter gives empirical investigations on attitude towards food in India. The last chapter presents implications of food attitude for food behavior. The book is useful for academicians, marketers and policy makers in the area of food products