Indian Institute of Management Ahmedabad India

The store choice has been studied extensively in the literature, but store format choice has had limited research attention. The store choice modeling has been primarily done in the random utility theory framework, which however is a neo-economics based view of choice decision that ignores the psychological and behavioral aspects of this planned behavior. The store format choice for bulk grocery purchase despite being a rational context has not been conceptualized in the most accepted construct in attitude behavior, the Theory of Planned Behavior (TPB). Attitudebehavior linkage has been studied extensively in literature but there is still no consensus on the components of attitude, their interrelationship and resultant impact on conation. The Theory of Reasoned Action has evolved over time to incorporate perceived behavioral control and past behavior to improve its explanatory capacity as TPB; however, it has maintained its unidimensionalist approach and has not tested affect and cognition independently for its impact on behavior. It may therefore be relevant to explore the possibility of testing the proposed Converging framework of Affect and Cognition and comment on the relationship of the structural components of attitude and its impact on format choice. The impact of past behavior on future behavior in Theory of Planned Behavior has been ambiguous while there has not been much emphasis on the quality of past experience. The current research takes up the past experience quality and tests it in the attitude behavior relationship as an antecedent of actual behavior. This paper conceptualizes the store format choice behavior in the Theory of Planned Behavior framework by exploring the strength of attitude-behavior relationship mediated through behavioral intention and its impact on format choice as also the independent role of affect and cognition on the format choice.