How consumer involvement and food safety knowledge interact: moderation effects on food purchase intentions at US state fairs

Purpose This study examines consumer food purchase intentions at US state fairs by comparing the effects of enduring and situational involvement, identifying key situational predictors and testing the moderating role of food safety knowledge. Design/methodology/approach A quantitative design was employed using an online survey distributed through Amazon Mechanical Turk (M-Turk). Respondents completed structured questionnaires measuring situational involvement factors, food safety knowledge and purchase intentions. Data were screened and analyzed using multiple regression, with moderation tested via interaction terms. Findings Situational involvement significantly influenced food purchase intentions, while enduring involvement was not significant. Subjective norm, novelty seeking, popularity and hedonic value were strong predictors. Food safety knowledge negatively moderated these relationships, weakening the influence of situational drivers. Research limitations/implications The findings help fair organizers and food vendors develop more effective marketing and food safety strategies. The study also extends involvement theory by identifying food safety knowledge as a moderator of purchase intentions. Originality/value This study extends involvement theory by demonstrating the dominant role of situational involvement in high-arousal event settings and introducing food safety knowledge as a boundary condition shaping consumer decision-making.