Applying the theory of planned behavior to examine the customer behavior towards craft bakery products: evidence from Hungary

Abstract Despite the growing consumer interest in local and artisanal foods over the past decades, there have still been few empirical studies on consumer behavior toward crafted food. This study aims to be the first to investigate consumer behavior towards craft bakery products by using the Theory of Planned Behavior model. Data were collected in Hungary, the sample of 418 respondents was weighted by gender and age group to ensure representativeness. Covariance-based structural equation modeling was used as the data analyzing method. The results showed that positive consumer attitudes and the effects of perceived behavioral control explained consumer intention and behavior towards craft bakery products well, but the influence of the consumer’s environment was not confirmed. Based on the results, the main activities proposed to the stakeholders of craft bakery products are those that highlight the availability and affordability of craft bakery products, while raising awareness of sustainability and health aspects. It is worth organizing festivals and events where the consumption of artisan baked goods is combined with pleasant stimuli and aromas. The results of the study provide a good starting point for further research, in which adding more factors to the model would increase its explanatory power.