Keywords: Theory of consumption value
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Journal Articles
British Food Journal (2025) 127 (8): 2996–3023.
Published: 05 June 2025
... (MBPs) and their willingness to subscribe. Design/methodology/approach The study explores an amalgamation of three consumer behaviour theories, namely, Extended Theory of Planned Behaviour, Perceived Risk Theory and Theory of Consumption Value to assess consumer’s willingness to subscribe to MBPs...
Includes: Supplementary data
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