Title: Impact of convenience orientation and food values on influencing the purchase intention of RTE foods

Authors: Rajalakshmi Subramaniam; Margaret Susairaj; Sanjay Mohapatra

Addresses: School of Management, Hindustan Institute of Technology and Science, Rajiv Gandhi Salai (OMR), Padur, Kelambakkam, Tamilnadu, Chennai, 603103, India ' Great Lakes Institute of Management, Dr. Bala V. Balachandar Campus, ECR, Manamai Village, Thirukazhukundram Taluk, Chengalpattu, Tamilnadu, 603102, India ' Xavier Institute of Management, Xavier Square, Bhubaneshwar, Odisha, 751013, India

Abstract: The modern lifestyle has increased the demand towards the ready-to-eat (RTE) foods among consumers across the globe. This research attempts to identify the impact the variables convenience orientation and food values create in influencing the purchase intention of RTE foods among Indian consumers. Food values has been measured using 11 factors namely appearance, environmental impact, convenience, fairness, nutrition, naturalness, taste, price, safety, tradition, and origin respectively. A structural equation model has been developed and tested using AMOS. Analysis has been made on the primary data collected from 1115 respondents belonging to four major Indian cities. The results reveal that convenience orientation and food values positively impact the purchase intention of ready-to-eat food products among Indian consumers. Further it has been identified that two demographic factors namely 'age' and 'gender' moderate the relationship between the proposed independent and dependent variables.

Keywords: RTE foods; Indian consumers; food values; purchase intention; convenience orientation.

DOI: 10.1504/IJBIR.2026.155658

International Journal of Business Innovation and Research, 2026 Vol.40 No.4, pp.423 - 449

Received: 14 Apr 2023
Accepted: 22 Apr 2023
Published online: 10 Aug 2026 *

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