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Abstract Street food vending is still prevalent in developing countries despite the enormous stride recorded in the areas of food processing. This study investigates the practicality of the extended theory of reasoned action for street-food patronage decisions. The framework is premised on six critical constructs- attitudes, subjective norm, past behaviour, Food safety concerns, patronage intention and actual patronage. Data were collected from 550 consumers in Gauteng to validate the integrated conceptual framework. Structural equation modelling (SEM) technique is used to analyse data relating to the hypothesised relationships in the model. The results indicated that subjective norms and food safety concerns positively and significantly influence patronage intention. Attitude towards street food and past behaviour negatively and insignificantly influenced patronage intention. Lastly, patronage intention had a positive and a significant influence on actual patronage. Drawing from the study’s findings, managerial implications are discussed, and limitations and future research directions are suggested. By and large, this study immensely contributes new knowledge to the existing body of consumer behaviour literature in Africa - a context that is often most neglected by some researchers in developing countries. Downloads Download data is not yet available. Downloads FULL TEXT Published 2023-01-18 How to Cite Tobias-Mamina, R. J., & Maziriri, E. T. (2023). Millennial Street Food Consumption: An Integrated Theory of Reasoned Action Approach. International Review of Management and Marketing, 13(1), 11–18. https://doi.org/10.32479/irmm.13419 More Citation Formats ACM ACS APA ABNT Chicago Harvard IEEE MLA Turabian Vancouver Download Citation Endnote/Zotero/Mendeley (RIS) BibTeX Issue Vol. 13 No. 1 (2023) Section Articles Most read articles by the same author(s) Rejoice Jealous Tobias-Mamina, Eugine Tafadzwa Maziriri, Transition into Veganism: Drivers of Vegan Diet Consumption , International Review of Management and Marketing: Vol. 11 No. 4 (2021) Eugine Tafadzwa Maziriri, Tinashe Chuchu, The Conception of Consumer Perceived Risk towards Online Purchases of Apparel and an Idiosyncratic Scrutiny of Perceived Social Risk: A Review of Literature , International Review of Management and Marketing: Vol. 7 No. 3 (2017) Phethokuhle Madlala, Abigail Chivandi, Eugine Tafadzwa Maziriri, A Consumer’s Perspective of the Clover Tropika Brand: Building Brand Extensions by Leveraging the Parent Brand’s Reputation , International Review of Management and Marketing: Vol. 12 No. 6 (2022) Similar Articles Phethokuhle Madlala, Abigail Chivandi, Eugine Tafadzwa Maziriri, A Consumer’s Perspective of the Clover Tropika Brand: Building Brand Extensions by Leveraging the Parent Brand’s Reputation , International Review of Management and Marketing: Vol. 12 No. 6 (2022)

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