Savouring the Streets: An Empirical Investigation of Street Food Consumption Behaviour in Chandigarh Tricity

Author(s)	Mr. Saurabh Rakheja, Dr. Saurabh Garg, Dr. Neeraj Aggarwal
Country	India
Abstract	In an era where culinary experiences define urban identity, street food consumption has emerged as a vital element of local culture and youth lifestyle. This study investigates the behavioural determinants influencing street food purchase intention among young adults in the Chandigarh Tricity region. Grounded in a multi-dimensional consumer behaviour framework, the research examines the role of eating habits, food safety standards, value for money, and sensory appeal in shaping consumer attitudes, which in turn influence purchase intentions. Additionally, word-of-mouth is assessed as a moderating variable using Hayes’ Process Macro. Data were collected from 590 respondents through structured surveys and analysed using regression-based techniques. The results affirm the pivotal role of consumer attitude, influenced most strongly by value for money and eating habits. The moderation effect of word-of-mouth underscores the growing importance of peer influence in informal food markets. Findings offer practical `insights for vendors and policymakers aiming to elevate the street food ecosystem.
Keywords	Street food consumption, Consumer attitude, Food safety, Value for money, Urban youth
Field	Business Administration
Published In	Volume 8, Issue 4, July-August 2026
Published On	2026-08-14

About IJFMR Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+91-9687-828-838	editor@ijfmr.com

International Journal For Multidisciplinary Research