Investigating the Nexus Between Value, Emotions, Attitude and Intentions: Testing a Sequential Model

There is a growing popularity of outdoor dining and limitations on indoor dining, making food trucks a preferred option for purchasing food during COVID-19. However, even though dining restrictions have been lifted, the reasons why people still choose to purchase from food trucks still need to be solved. Therefore, comprehending the processes and prospects that influence consumer behavior is an ongoing topic of discussion. Thus, the constantly changing dynamics, environmental characteristics, and consumer preferences make it a field worth exploring regularly. While scholars have tried to understand the factors driving consumer preference for food trucks, still a significant gap is existing regarding consumer preferences, emotions, and attitudes and how they influence purchase intentions. Likewise, there needs to be more evidence to shed light on the rise of food trucks in a thriving Middle Eastern economy like Bahrain. The study has revealed the critical role of positive emotions in the connection between value and intentions. The findings have highlighted that food trucks in the aftermath of the pandemic made efforts to offer affordable options, which generated positive feelings about the food served at the trucks and ultimately led to increased purchase intentions. Similarly, the perception of value also fosters a favorable attitude towards food trucks’ food, leading to the anticipation of future actions. The findings have validated the commonly held belief regarding the significance of value.