Intention of consumers dwelling in urban areas of Ethiopia to consume Spirulina-fortified bread

Abstract

This study aimed to understand the intentions of consumers living in urban areas of Ethiopia to consume Spirulina-fortified bread. Data were collected from a sample of 361 randomly selected respondents. The theory of planned behavior (TPB), with the addition of individual lifestyle characteristics, was applied as a theoretical framework. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were employed to test the hypothesized relationships between the variables. The findings revealed that perceived behavioral control and attitude had a significant direct effect on consumption intention, mediating the relationship between subjective norms and consumption intention. Prior information about Spirulina and physical exercise positively influences attitude, perceived behavior, and intention. Age directly and indirectly influences attitude and perceived behavior, respectively. Education directly and indirectly influences perceived behavior and intention, respectively. As this supplement is new to many consumers, promoting Spirulina’s benefits in bread could effectively influence consumer attitudes toward this new supplement.

Keywords

• Spirulina
• consumption intention
• planned behavior theory
• structural equation modeling
• attitude 
• Kaouther Kooli, Bournemouth University, United Kingdom of Great Britain and Northern Ireland