The Moderating Role of Generational Diversity on the Relationship between Street Food Attributes and Customer Purchase Intention in Sri Lanka: A Concept Paper

This concept paper outlines a proposed study to examine the moderating effect of generational diversity on key consumer attributes (cleanliness and healthiness) and customer intention to purchase street food in Sri Lanka. Street food, while increasingly popular worldwide due to various reasons, often raises concerns about its cleanliness and healthiness. Customers’ knowledge of food safety and their willingness and ability to apply that knowledge in everyday food choices play a critical role in shaping a healthier and more sustainable society. In the contemporary Sri Lankan context, multiple generational cohorts coexist, each characterised by key attributes and consumption practices. The proposed study aims to explore the moderating effect of generational diversity on the relationship between cleanliness, healthiness, and the customer’s purchase intention of street food. Through a comprehensive review of the existing literature, this paper develops a conceptual framework to guide future empirical investigation. This study lies in its potential to enrich the theoretical understanding of the generational influences on food-related decision-making within informal food economies. Practically, the findings are expected to inform targeted public health strategies, customer education initiatives, and policy development aimed at promoting safe and sustainable food practices across generational segments in Sri Lanka.