A study on the buying intention of pending product using the theory of planned behavior (The example of the pending bread of Turkey)

Marketing generally is an art that is always evolving in response to market needs. People need each other more than ever during this pandemic catastrophe. Faced with this, each organization's business marketing plan must adapt to the situation. Cause-related marketing can be very effective for businesses as a marketing strategy in an era where customers go beyond given products. The study will focus on the non-monetary side of cause-related marketing. There are several methods to do so, but the study will concentrate on the example of pending products, particularly the pending bread of Turkey. The objective of this study is therefore to investigate the formation of consumer buying intention of pending products. In order to study this, the Ajzen theory of planned behavior was used in this study. Some variables that could impact the buying intention of consumers have been discussed in this study, such as trust, religiosity, altruism, and financial concern. As well as the theory of planned behavior variables such as attitude, subjective norm and perceived behavioral control. The study was conducted in Turkey and the data collection was done through a questionnaire. According to the results of the study, when evaluated in the theory of planned behavior model, the buying intention of pending product (bread) was positively affected by the attitude and the perceived behavioral control while the subjective norm was found to have no impact on the consumers' intention.