Study on Ice Cream consumer behavior with application of Theory of Planned Behavior (TPB)

  • Authors

    • P. Nandhini‎ Research scholar ‎A.V.V.M Sri Pushpam College (A) (Affiliated to Bharathidasan University, Tiruchirappalli -24)‎ Poondi, Thanjavur 613503
    • Dr. R. Subashini Assistant Professor in Commerce ‎, A.V.V.M. Sri Pushpam College (A) (Affiliated to Bharathidasan University, Tiruchirappalli -24)‎ Poondi, Thanjavur 613503
    https://doi.org/10.14419/b3dxzt44

    Received date: July 21, 2025

    Accepted date: October 14, 2025

    Published date: December 3, 2025

  • Perceived Behavior Control; Buying Intent; Social Norms

  • Abstract

    The study examines the impact of age, education, income, and perceived buy-back (PBC) on ice cream buying intention. Results show no significant difference in buying intention across different education groups, income levels, or age. However, high-income consumers approach ice cream differently due to factors like disposable income or willingness to spend on indulgent items. Positive attitudes towards ice products significantly influence buying intention, with product quality, marketing campaigns, and testimonials boosting consumer behavior. However, peer influence and social norms may not significantly influence consumer attitudes, as they may be viewed as personal preferences. Perceived behavior control (PBC) has a significant influence on buying intention but does not directly translate into actual purchase behavior.

  • References

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  • How to Cite

    Nandhini‎ , P. ., & Subashini, D. R. . (2025). Study on Ice Cream consumer behavior with application of Theory of Planned Behavior (TPB). International Journal of Accounting and Economics Studies, 12(8), 77-80. https://doi.org/10.14419/b3dxzt44