Factors Influencing University Students’ Intention to Consume Pomegranate

Abstract

The objective of this study is to explore the factors influencing university
students’ intention to consume pomegranates. From the review of literature,
we implemented the expanded Theory of Planned Behaviour (TPB) model to
ascertain the factors that could influence consumer’s intention to consume
pomegranates. We employed quantitative survey approach, questionnaires
applied adopted and adapted to fit this study. The convenient sampling was
chosen from a university student population. Structural Equation Modelling
and Smartpls were used to analyse the collected data. Empirical results shown
that willingness to pay and subjective norm variables had a significant influence
on university students’ intention towards pomegranate consumption.
However, health benefit of pomegranate, health consciousness, and perceived
behaviour control factors had been found to insignificantly influenced
university students’ intention to consume pomegranates.