Exploring Consumer Intentions towards Cloud Kitchen in India: A Mediation Model Framework

Purpose: The present study aims to determine the consumer buying intentions regarding cloud kitchens, including how attitudes will change in response to perceived innovativeness (PI), food variety, price, food safety and social influence. Also, the study examined the mediating role of consumer trust between attitude and buying intentions. Design/Methodology/Approach: The study undertakes a convenience sample approach to examine what influences consumer buying intentions towards cloud kitchens in India. Various social media platforms such as Facebook, LinkedIn, Instagram, etc. were used to collect the responses. Furthermore, PLS Structural Equation Modelling and mediation framework was applied to analyse the data. Findings: The study revealed that consumer attitudes are positively impacted by perceived innovativeness, food variety, price, food safety and social influence. Consumer attitudes and behavioural intentions are significantly influenced by a mediating variable, that is Trust. Research Limitations/Implications: The research is confined to the customers’ preferences towards cloud kitchen in India. Although the findings proposed a model for the operators by considering a few variables, further research can be carried out by considering other variables. Practical implications: The outcome of this research provides recommendations to the operators of cloud kitchens by proposing a research model which underlines the significant factors that govern trust among customers towards cloud kitchens. Originality/value: The study emphasises how crucial it is to comprehend consumer behaviour when choosing a cloud kitchen, particularly in emerging countries like India, where the COVID-19 epidemic has majorly affected the food industry. The study may advance our understanding of customer behaviour and help cloud kitchen businesses with their marketing and operational strategies. JEL Classification: M31, L81, C78