Keywords: Processed foods
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Journal Articles
Journal Articles
European Journal of Marketing (2004) 38 (5-6): 608–625.
Published: 01 May 2004
...HoJung Choo; Jae‐Eun Chung; Dawn Thorndike Pysarchik Through structural equation modeling, Fishbein and Ajzen's modified theory of reasoned action model (TORA) is used to study the impact of innovation on Indian consumers’ purchase behavior of new processed foods. The results indicate...

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