Integration of Stereotype Content Model and Theory of Planned Behaviour: Decoding the Behavioural Intention Concerning Food Choices

Abstract

This study aims to assess how stereotypes of food brands influence purchase intentions in conjunction with subjective norms and behavioural control, using the Theory of Planned Behaviour and the Stereotype Content Model as theoretical frameworks. This study employed a quasi-experimental design to investigate the conditional effect of brand type on the relationship between the Stereotype Content Model and attitudes towards food brands. Data were collected from 408 respondents in Pakistan and analyzed using SmartPLS 4, employing partial least squares structural equation modelling (PLS-SEM). All the hypotheses were supported except one, which tested the moderation of consumers’ perception of private versus manufacturer brands on the relationship between brand competence and consumer attitude. This explains that consumers view private and manufacturer brands as equally competent. This study offers original insights by integrating the Theory of Planned Behaviour and the Stereotype Content Model to examine brand stereotypes in the under-researched context of Pakistan. It uniquely reveals how brand warmth and competence drive consumer attitudes towards food brands.