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Social Psychological Elements and Buying Intention of Rural Buyer

Author

Listed:
  • Rizvi Ali Abbas

    (Research Scholar, Amity Business school, Amity University, Uttar Pradesh Lucknow Campus)

  • Bhadauria Arun

    (Assistant Professor, Amity Business school, Amity University, Uttar Pradesh Lucknow Campus)

  • Jaiswal Bimal

    (Professor, Department of Applied Economics, University of Lucknow)

Abstract

This study analyses the effect of elements adopted from social psychology, that is attitude and subjective norms, on the buying intention of rural buyers for purchasing hand hygiene products. Several studies in the FMCG sector has examined the role of social-psychological elements on buying intention. However, there is a paucity of research examining the impact of attitude and subjective norms on buying intention of rural buyers for hand hygiene products. Therefore the study aimed to examine the effect of social-psychological elements on buying intention of rural buyers. After concluding from the theory of reasoned action, conducting experimental research with 384 rural respondents and conducting analysis using the stepwise multiple regression analysis, the result exhibit that attitude affects the buying intention. However, subjective norms also influenced the buying intention. The study concludes that buying intention of rural buyers was substantially influenced by the social-psychological elements associated with them.

Suggested Citation

  • Rizvi Ali Abbas & Bhadauria Arun & Jaiswal Bimal, 2022. "Social Psychological Elements and Buying Intention of Rural Buyer," Management Theory and Studies for Rural Business and Infrastructure Development, Sciendo, vol. 44(2), pages 146-158, June.
    • Handle: RePEc:vrs:mtrbid:v:44:y:2022:i:2:p:146-158:n:6
    DOI: 10.15544/mts.2022.15
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    References listed on IDEAS

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    1. Nguyen, The Ninh & Lobo, Antonio & Greenland, Steven, 2016. "Pro-environmental purchase behaviour: The role of consumers' biospheric values," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 98-108.
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    More about this item

    Keywords

    Attitude; Hand Hygiene; Indian Rural Buyer; Social Psychology; Subjective norms; Theory of reasoned action (TRA);
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • R0 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General

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