Kim, Sun-HwaKuo, Wan-Yuan2022-09-062022-09-062022-03Kim, S.-H.; Kuo, W.-Y. The Role of Beliefs, Pride, and Perceived Barriers in Decision-Making Regarding Purchasing Value-Added Pulse Products among US Consumers. Foods 2022, 11, 824.2304-8158https://scholarworks.montana.edu/handle/1/17072This study explores the underlying psychological structure of purchasing value-added pulse products. It expands the theory of planned behavior (TPB) model by incorporating an emotional factor and explains consumers’ attitudes and subsequent behavioral intentions in the context of value-added pulse products (VAPPs). The study results showed the significant effect of pride on the purchase intention of value-added pulse products, as well as the moderating effect of perceived barriers on some of the relationships among the variables. Although value-added pulse products are emerging as a means of income maximization in the agri-food industry, there is a lack of understanding about consumers who purchase these products. This study fills the gap by developing a research framework for agriculture-related businesses. The findings may provide further insights into consumers’ attitudes and behaviors in consuming agri-foods, thereby assisting pulse producers and marketers to develop a more effective marketing strategy.en-UScc-byhttps://creativecommons.org/licenses/by/4.0/beliefs decision making purchasing productsArticle