Consumption Values and Patronage Intention for Sustainable Street Food – Evidence from a Sub-Saharan African Context

Abstract

This study examines the age-long question in the marketing inquiry regarding why consumers buy what they buy? Our focus is on the sustainable street food sector in a typical sub-Sahara African setting. Specifically, the study considers why consumers would prefer buying street-made organic food, considered less hygienic to factory packaged foods sold on the streets? The diagnostic research design was employed on the sample. The study population comprises consumers of sustainable street food in Anambra State. Quota sampling was the sampling technique and Cochran's formula was used to determine the sample size. A questionnaire was the research instrument and the reliability of the research instrument was done using Cronbach's alpha coefficient. The proposed research model was analyzed using Structural Equation Modelling (SEM). It was found out that functional value-quality, functional value-taste, functional value-price, social value, emotional value, epistemic value, and conditional value did not have a significant and positive effect on sustainable street food patronage intentions; environmental value has a positive and significant effect on sustainable street food patronage intention and sustainable street food patronage intention has a significant relationship with sustainable street food actual patronage. It is recommended that street food vendors should serve foods that are sustainable in nature putting into consideration the environmental values that the consumers attached to patronizing such food among others.