Unveiling consumer behaviour toward traditional food: an extension of the value-attitude-behaviour theory

Purpose This study builds on the value-attitude-behaviour theory to explore the relationships between customer value, social marketing (SM), attitude, word-of-mouth (WoM) and behaviour toward traditional food consumption in Oman. Design/methodology/approach A quantitative methodology was employed. Data were gathered through a survey of 493 people who had sampled Omani traditional cuisine. The data were evaluated via partial least squares structural equation modelling. Findings The results indicated that emotional value significantly influences customer attitude, while functional and social value do not. Attitude positively impacts WoM but has no significant effect on repurchase intention (RI). SM positively influences both attitude and RI. Additionally, WoM has a strong effect on RI. Originality/value This research extends the value-attitude-behaviour framework in the context of traditional food and highlights the unique roles of different customer values and SM. It offers new theoretical contributions by distinguishing the varied effects of emotional, functional, and social values on consumer attitude and behaviour.