Understanding Consumers Purchase Intention Toward Cloud Kitchen Foods: An Application of the Theory of Consumption Values

Cloud kitchens operate through delivery without dine-in facilities. This study utilizes the Theory of Consumption Values and Partial Least Square-Structural equation modeling for 232 respondents in Coimbatore city to evaluate the factors influencing consumers’ purchase intention for cloud kitchen food and it explains 50.1% of the variance in purchase intention. Consumers prioritize functional value such as food quality, customization and price fairness (β = 0.623) as the primary driver of purchase intention. Emotional value (β = 0.154) provides secondary support. Conditional value, epistemic value, and social value did not significantly influence purchase intention. This indicates cloud kitchens should prioritize operational consistency and quality performance over social media promotions. The findings will provide valuable insights for cloud-kitchen operators to develop consumer-centric, performance-focused strategies, although their generalizability may be limited by the study’s focus on consumers in Coimbatore.