Factors That Influence the Purchase Intention of Andean Grains in University Students in the Peruvian Market

Faced with the transformation of food and the rapid pace of life among university students, consumption behaviors for food products such as Andean grains have become significant topics. To better understand this issue, this study aimed to analyze the factors that influence the purchase intention of Andean grains in university students, based on the theory of planned behavior, self-identity, moral obligation, and willingness to pay more. The study recruited 900 university students, and the results report that moral obligation is the strongest predictor (β = 0.295), followed by self-identity (β = 0.293). These findings confirm the need to explore new opportunities for transforming and innovating Andean grains.