<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
</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.

Social Psychological Elements and Buying Intention of Rural Buyer

Professor, Department of Applied Economics

Management Theory and Studies for Rural Business and Infrastructure Development

This work is licensed under the Creative Commons Attribution 4.0 International License.

{"article-title":"Social Psychological Elements and Buying Intention of Rural Buyer"}

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...

Social Psychological Elements and Buying Intention of Rural Buyer

Published Online: Jul 20, 2022

Page range: 146 - 158

Received: May 23, 2022

Accepted: May 23, 2022

DOI: https://doi.org/10.15544/mts.2022.15

Keywords
Attitude, Hand Hygiene, Indian Rural Buyer, Social Psychology, Subjective norms, Theory of reasoned action (TRA)

© 2022 Ali Abbas Rizvi et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Social Psychological Elements and Buying Intention of Rural Buyer

Published Online: Jul 20, 2022

Page range: 146 - 158

Received: May 23, 2022

Accepted: May 23, 2022

DOI: https://doi.org/10.15544/mts.2022.15

KeywordsAttitude, Hand Hygiene, Indian Rural Buyer, Social Psychology, Subjective norms, Theory of reasoned action (TRA)

© 2022 Ali Abbas Rizvi et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
Attitude, Hand Hygiene, Indian Rural Buyer, Social Psychology, Subjective norms, Theory of reasoned action (TRA)