1PhD Research Scholar, Department of Commerce & Business Studies, Jamia Millia Islamia (Central University), New Delhi, India
2Professor, Department of Commerce & Business Studies, Jamia Millia Islamia (Central University), New Delhi, India
*E-mail for correspondence: irfanrais919@gmail.com
Online Published on 04 October, 2022.
In this paper, two key factors-administrative and fear appeal have been examined by the prism of TPB (theory of planned behaviour) model. Sample size was 301 responses which were collected from the respondents through online well-structured questionnaire. SEM Amos 26 analysed the data and tested hypothesized relationship. This research paper establised that both administrative factors and fear appeal factors are significantly related to SN, attitude and PBC. Also, attitude, SN, and PBC are strongly and closely correlated with purchasing intentions. In the context of COVID-19, buying intentions have an additional positive influence on customer purchasing behaviour when it comes to online food shopping.
Administrative factors, Covid-19, Fear appeal factors, Online Food purchase
