Paper Title
A Study on Purchase Intentions and Behaviors towards WASH products among the Irula Tribes based on the Theory of Planned Behavior
Article Identifiers
Authors
Dhanuswetha.K.S , Dr.C.Parvathi
Keywords
Keywords: Purchase intention, Purchase behavior, Perceived Consumer Effectiveness, Theory of Planned Behavior.
Abstract
Abstract The tribal communities of India who form the minority in terms of population predominantly occupy the rugged hilly regions of the country. Traditional WASH practices among tribal communities in India are deeply rooted in their cultural and environmental contexts. Earlier studies have focused mainly on the general practices, ignoring their purchase intention and behavior towards the WASH products. For this study, the theory of planned behavior (TPB) to examine the effectiveness of the intentions and behaviors of tribes towards WASH products. Average Variance Extracted (AVE) and Composite Reliability (CR) was used to evaluate the strength of relationships among the constructs, and a questionnaire (completed by 66 respondents) was used to collect data. The results significantly showed that this theory of planned behavior can be applied in assessing the purchase intention and behavior among the tribal people. The study also made an attempt to introduce a novel construct to the TPB, ‘Perceived Consumer Effectiveness’, the results show that this construct has a significantly positive effect on Purchase intentions and behavior among the tribes. Therefore, by establishing feedback mechanisms where tribal people can voice their concerns and preferences regarding WASH products, would help them in getting their needed services accomplished. This feedback can guide further improvements and ensure the products meet the community’s needs. Implement pilot programs to demonstrate the effectiveness of WASH products in improving health outcomes.
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How To Cite (APA)
Dhanuswetha.K.S & Dr.C.Parvathi (May-2024). A Study on Purchase Intentions and Behaviors towards WASH products among the Irula Tribes based on the Theory of Planned Behavior. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 9(5), f974-f985. https://ijnrd.org/papers/IJNRD2405599.pdf
Issue
Volume 9 Issue 5, May-2024
Pages : f974-f985
Other Publication Details
Paper Reg. ID: IJNRD_222104
Published Paper Id: IJNRD2405599
Downloads: 000122009
Research Area: Social Science and HumanitiesÂ
Country: Erode, Tamil Nadu , India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2405599.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2405599
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Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)
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