The paradoxical effect of advertising and health consciousness on purchasing behaviour: Analysing frozen convenience foods attributes

Given the increasing academic and applied interest in convenience foods, this research aims to examine the personal and extrinsic factors concerning the consumption of frozen convenience foods (FCF). The study relies on theories to reveal the connection between the attributes of FCF and the real purchase behaviour of Egyptian customers. A total of 608 Egyptian customers participated in the methodological survey investigation. This study employed partial least square‐multi‐group analysis to compare different groups of respondents according to purchasing frequency. The study findings revealed the identification of important pathways of consumer behaviour towards frozen foods related first to its different attributes and second to the contradictory effect of both health awareness and the influence of advertising. The study presented its theoretical and practical contributions in this regard. Using the model, researchers drew four potential scenarios validating the theory and impacting business.