Modelling purchase intentions towards traditional small grain foods in Zimbabwe

This study aims to address gaps in consumer-centred research on traditional small grain foods in Africa by developing an integrated model for explaining consumer purchase intentions towards traditional small grain foods in Zimbabwe. A survey of 386 Zimbabwean adults between the ages of 18 and 65 years was administered in Zimbabwe’s 10 provinces. Sequential quantitative triangulation using Covariance-Based SEM (CB-SEM) and Partial Least Squares SEM (PLS-SEM) was used for data analysis. The study empirically validated an eleven-factor traditional small grain food preference model, which exhibited acceptable fit, moderate explanatory power and significant predictive power. Implications for academia, policy and practice are discussed.