An Extended Theory of Planned Behaviour framework on the purchase decision towards gari and beans dish among undergraduates

Abstract This study evaluated the determinants of undergraduate student’s purchase decisions regarding ‘gari and beans’ at the University of Education, Winneba (UEW), Ghana. Grounded in an extended Theory of Planned Behaviour (TPB) framework combined core socio-cognitive constructs of Attitude, Subjective Norms, and Perceived Behavioural Control with key marketing mix variables: Pricing, Location, and Packaging. A quantitative cross-sectional survey design was conducted using a pre-tested questionnaire administered to students across campus eating joints. Out of 400 distributed questionnaires, 152 valid responses were analysed using descriptive statistics and Ordinary Least Squares (OLS) multiple linear regression analysis via IBM SPSS Version 27. The sample demographic profile revealed a male majority (65.8%) with a mean age of 24.54 ± 4.83 years, and over half operating on monthly allowances below GH₵ 500.00. The regression model proved statistically significant [F (6,145) = 38.14, p < 0.001), explaining 61.2% of the variance (R 2  = 0.612) in purchase decisions. Pricing emerged as the strongest predictor (β = 0.310, p < 0.001), followed by Attitude (β = 0.284, p < 0.004), Location (β = 0.195, p = 0.001), Perceived Behavioural Control (β = 0.168, p = 0.004) and Subjective Norms (β = 0.115, p = 0.026). Packaging was not statistically significant (β = 0.082, p = 0.090)]. Findings emphasize that financial constraints and accessibility heavily drive campus meal choices.