Optimizing digital menus for enhanced purchase intentions: insights from India’s restaurant industry in the post-COVID-19 era

Gopal, Shilpa; Gil, Mathew Thomas; Salian, Beulyn Cydel; Baddaoui, Jalil Article Optimizing digital menus for enhanced purchase intentions: insights from India’s restaurant industry in the post-COVID-19 era Cogent Business & Management Provided in Cooperation with: Taylor & Francis Group Suggested Citation: Gopal, Shilpa; Gil, Mathew Thomas; Salian, Beulyn Cydel; Baddaoui, Jalil (2024) : Optimizing digital menus for enhanced purchase intentions: insights from India’s restaurant industry in the post-COVID-19 era, Cogent Business & Management, ISSN 2331-1975, Taylor & Francis, Abingdon, Vol. 11, Iss. 1, pp. 1-25, https://doi.org/10.1080/23311975.2024.2432536 This Version is available at: https://hdl.handle.net/10419/326712 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Cogent Business & Management ISSN: 2331-1975 (Online) Journal homepage: www.tandfonline.com/journals/oabm20 Optimizing digital menus for enhanced purchase intentions: insights from India’s restaurant industry in the post-COVID-19 era Shilpa Gopal, Mathew Thomas Gil, Beulyn Cydel Salian & Jalil Baddaoui To cite this article: Shilpa Gopal, Mathew Thomas Gil, Beulyn Cydel Salian & Jalil Baddaoui (2024) Optimizing digital menus for enhanced purchase intentions: insights from India’s restaurant industry in the post-COVID-19 era, Cogent Business & Management, 11:1, 2432536, DOI: 10.1080/23311975.2024.2432536 To link to this article: https://doi.org/10.1080/23311975.2024.2432536 © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group Published online: 26 Nov 2024. Submit your article to this journal Article views: 1760 View related articles View Crossmark data Citing articles: 2 View citing articles Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=oabm20 Marketing | research article Cogent Business & ManageMent 2024, VoL. 11, no. 1, 2432536 Optimizing digital menus for enhanced purchase intentions: insights from India’s restaurant industry in the post-COVID-19 era shilpa gopala , Mathew thomas gila , Beulyn cydel saliana and Jalil Baddaouib aDepartment of Commerce, Manipal academy of Higher education, Manipal, Karnataka, india; bnational school of Business and Management of tangier, university of abdelmalek essaadi, tangier, Morocco ABSTRACT in the post-cOViD-19 era, the indian restaurant industry increasingly relies on digital menus to influence consumer behavior. this study explores the impact of Perceived convenience (Pc), Menu informativeness (Mi), and Menu Visual appeal (MVa) on purchase intentions. this research aims to fill gaps in understanding how digital menu features shape consumer purchase intentions by integrating the stimulus-Organism- response (sOr) model, the technology acceptance Model (taM), and the theory of Planned Behavior (tPB). a quantitative approach was used, collecting data via an online survey of 280 respondents, mainly university students and faculty. Data were analyzed using Partial least squares structural. the findings indicate that MVa significantly boosts food desire, which directly enhances purchase intentions. Mi influences purchase intentions by offering clear and detailed information. Desire for food emerges as a potent predictor of purchase intentions. Pc also plays a crucial role in determining consumers’ purchase intentions. this study underscores the necessity for visually appealing and informative digital menus and highlights the importance of a seamless ordering process to enhance customer engagement and profitability. these insights are essential for entrepreneurs seeking to adapt to changing consumer behaviors in the digital age. Future research should explore additional factors affecting online food-ordering behaviors. Introduction the menu serves as the initial interface between a restaurant and its patrons, offering essential insights into the available culinary options. an effectively crafted menu not only captures the diner’s attention but also stimulates the desire to purchase specific dishes (Beldona et al., 2014; Jackson et al., 2004; Maziriri et al., 2021). according to tom Feltenstein, a highly regarded Managing Director at Feltenstein Partners, the concept of the menu extends beyond a simple list and serves as a fundamental element in strategic restaurant marketing. in the wake of the technological revolution, compounded by the enduring challenges of the cOViD-19 pandemic, the food service industry has been compelled to adapt and increasingly turn to digital solutions to meet consumer demand. consequently, online menus have emerged as a pivotal element influencing consumer perceptions, with their convenience, speed, and precision driving profitability for the modern restaurateur (alam et al., 2022; Dixon et al., 2009). Despite a surge in online food ordering, a discrepancy persists between consumer expectations and reality (handayani etal., 2022). common grievances include limited menu selections and a lack of visual depictions of offerings. as noted by stoner (1986), the digital presentation of a menu profoundly influences customer sentiment and, by extension, purchasing decisions. this study embarks on an inquiry into the determinants shaping customer purchase intentions (Pi) in the digital domain, addressing a notable void in existing research that has predominantly concentrated on physical menus within the © 2024 the author(s). Published by informa uK Limited, trading as taylor & Francis group CONTACT Mathew thomas gil mathew[email protected] Department of Commerce, Manipal academy of Higher education, Manipal, Karnataka, 576104, india https://doi.org/10.1080/23311975.2024.2432536 this is an open access article distributed under the terms of the Creative Commons attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. the terms on which this article has been published allow the posting of the accepted Manuscript in a repository by the author(s) or with their consent. ARTICLE HISTORY received 15 november 2023 revised 13 november 2024 accepted 15 november 2024 KEYWORDS Online menu optimization; consumer purchase intentions; digital menu presentation; foodservice industry trends; post-cOViD consumer behavior SUBJECTS Business, Management and accounting; hospitality; tourism; internet & Multimedia - computing & it 2 s. gOPal etal. restaurant setting (remar et al., 2022). Moreover, the implications of online menu utilization during the pandemic may not fully reflect its long-term impact on customer purchasing behavior. this investigation endeavors to bridge this knowledge gap and contribute meaningfully to both academic inquiry and practical applications. grounded in the stimulus-Organism-response (sOr) model, the technology acceptance Model (taM), and the theory of Planned Behavior (tPB), this research examines the nexus between technology adoption, behavioral intent, and the psychology of consumption. the demand scenario of indian Online Food Ordering sourcestatista, the online food ordering industry in india, has grown exponentially, especially due to the cOViD-19 pandemic impacting consumer behavior. india has moved towards digital and contactless transactions, which has boosted a greater reliance on online ordering of food for the indian consumer. Because of this shift, restaurants are forced to re-envision their digital image, which makes the digital menu a powerful asset to color customers’ minds before they even step into a restaurant. knowledge of these dynamics in the indian context may be highly beneficial to both national and international food service stakeholders. this research is focused on the post-pandemic period, aiming to unearth consumer behavior with a new normal (digital menu) in the ever-changing restaurant industry in india. the significance of this study lies in its comprehensive approach to understanding the role of digital menus in enhancing purchase intentions in the indian restaurant industry, particularly in the post-cOViD-19 era. While ample research has been conducted on physical menus, the shift to digital platforms necessitates a deeper understanding of how these new formats influence consumer behavior. the study addresses several critical gaps: previous research has primarily focused on physical menus, with limited exploration of digital menus’ impact on purchase intentions. this study explored new dimensions of menu informativeness and visual appeal in digital formats, contributing to the broader field of sensory marketing and digital consumer behavior. there is a lack of studies examining the indian context, especially in the post-pandemic scenario, where consumer behavior has evolved drastically. the objectives of this study are: • to investigate the effect of menu visual appeal on food desire and subsequent purchase intention. • to assess the impact of menu informativeness on consumer satisfaction and loyalty. • to evaluate how perceived convenience of digital menus influences customer purchase intentions. to achieve these objectives, the study addresses the following research questions: • rQ1: What effect does the visual appeal of a menu have on purchase intention within indian restaurants? • rQ2: to what extent does menu informativeness influence purchase intention in the indian dining context? • rQ3: how does the perceived ease of online food ordering sway purchase intentions in indian eaters? • rQ4: in what ways can indian restaurants augment customers’ purchase intentions? the contribution of this study is that it serves as an invaluable reference for subsequent research by addressing gaps in the existing literature and providing new insights into the role of digital menu design in shaping purchase intentions. it offers actionable insights for restaurant owners and marketers to optimize digital menu design, thereby enhancing consumer engagement and increasing profitability. these findings can inform policymakers and industry stakeholders about the importance of digital innovation in the hospitality sector, especially in adapting to post-pandemic consumer behaviors. this study was divided into five parts. introduction presents the topic and main goals of this study. theoretical foundation & hypothesis Development details the variables, hypotheses, and theories followed in this study. these include relevant theories such as the technology acceptance Model (taM) on user acceptance of technology, the theory of Planned Behavior (tPB) on human cognitive processes and behavior, and the stimulus-organism-response (sOr) model on the relationship between environmental stimuli, internal states, and behavior. research Methodology speaks about the applied methods in this study. result analysis shows the results of this research conducted, followed by Discussion highlights cOgent Business & ManageMent 3 contribution and future research directions. Finally, conclusion concludes the paper. this study intends to fill these gaps and reinforce the established theoretical frameworks to study the impact of factors on purchase intentions in the context of digital menus within the indian restaurant industry. Literature review While there is an increasing global trend to go digital when it comes to making menus and integrating online food ordering, this trend takes a specific shape in each market. smartphones and internet penetration have played significant roles in the expansion of food delivery companies in india. For example, swiggy, which is a well-known food responsive service in india, has changed the consumer mindset for ordering online food and has now become a common name in the heart of indian consumers (sen, 2018). compared to the West, which is still a very early market given that ordering food online has found its place in the routine only over the past few years (statista, 2023). this study focuses on the indian environment with respect to uncovering the ways in which digital technologies may enhance the customer-brand relationship, which may, in turn, result in aiding firms to extend their business in an emerging market. here, we use india as a case study, a region that can serve as an accurate frame for many other developing markets and where the age of understanding digital menus is in its nascent stages. Theoretical foundations Stimulus-Organism-Response (SOR) model the stimulus-Organism-response (sOr) model (Mehrabian & russell, 1974) is an important interpretive framework used in the early stages of environmental psychology to explain how stimuli related to the environment shape the behavior of a person by mediating internal states. as for digital menus in restaurants, the aesthetics of the menu are the stimuli, which, in turn, trigger an internal response (that is, desire for food) and then finally a behavioral response (otherwise known as intention to purchase). in their environmental psychology, Mehrabian and russell (1974) maintained that environmental stimuli arouse feelings, which in turn influence human behavior. this model has been widely applied in consumer behavior studies to examine how environmental cues, such as store design, packaging, and visual merchandising, elicit emotional responses and influence consumer behavior. By translating this model to digital menus, attractive menus can evoke a food-related desire and, therefore, increase the intention to buy (Brewer & sebby, 2021). Technology Acceptance Model (TAM) the technology acceptance Model (taM) is the most influential model for explaining user acceptance and usage behavior of technology (Davis, 1989). Developed on the foundation of taM, the core idea of the user’s behavioral intention to adopt a technology is influenced directly and primarily by the general attitude towards using the technology, which is heavily influenced significantly by perceived usefulness and perceived ease of use. When it comes to digital menus, it is important to direct the path of perceived usefulness and perceived ease of use by creating an informative and convenient one. in this case, one of the three food neophobia dimensions–informativeness of the food options available on the menu - can influence customer satisfaction and purchase intention (sillence et al., 2006; hou et al., 2017). however, while ease of use influence perceived convenience partly how user can order food on them on the digital menu, perceived convenience, measured in terms of the effort required by the user to use the digital menu to order or purchase can directly influence their intention to use or both use and purchase through the menu (liechty, ramaswamy, & cohen, 2001; Van der heijden et al., 2003). Theory of planned behavior (TPB) Behavior is a function of intention to behavior (intention predicts behavior), and intention is a function of attitude, subjective norms, and perceived behavioral control theory of planned behavior (tPB) (ajzen, 4 s. gOPal etal. 1991). this idea is particularly useful for understanding consumer behavior in digital spaces. specifically, regarding digital menus, the informativeness of the menu can influence attitudes concerning menu use, and perceived convenience can influence perceived behavioral control or the ease of using the menu to place an order (Brewer & sebby, 2021). taken together, these factors may reinforce the intent to use the digital menu and make purchases, which reflects constructs of perceived convenience and purchase intention (Brewer & sebby, 2021). Hypothesis development Menu visual appeal on food desire the way a menu appears can make a huge difference in how much one wants to eat. it is also supported by research that attractive and well-thought-out menus can improve restaurant experience, resulting in overall satisfaction and higher purchase intentions (Brewer & sebby, 2021; hou et al., 2017). Visual appeal, specifically about digital menus, such as layout, color, imagery, and typography, can result in a positive emotional response or stimulate appetite (Brewer & sebby, 2021). Puppeteering the visual and sensory appeal of a menu is consistent with sensory marketing because visual cues can induce experiential cross-modulation (Motoki et al., 2023). these can then activate mental simulations of consuming the same items for instance high-quality images of foods typically reinforce the desire to eat those items (Payne-Palacio & theis, 2009; Papies et al., 2017). colors have been shown to be an asset for both increasing visual appeal and locating information quickly, and the civilianization of any usDa menu could be made visually more pleasing to the customer and easier to navigate (liechty et al., 2001; cardi et al., 2015). For this reason, le et al. (2023) established that not only do visually appealing digital menus significantly increase customer satisfaction, but they also help create loyalty since customers tend to return to only those restaurants that offer the striking menu experience that they hope to achieve. For instance, Jin et al. (2023) found that appropriately designed menus could have significantly influenced customers’ purchase intentions in a restaurant. the relationship between menu aesthetics and intrinsic needs has also been justified by the stimulus-Organism-response (s-O-r) model, which highlights the role of environmental stimuli, such as menu aesthetics, evoking emotional reactions that drive behavioral intention (Mehrabian & russell, 1974). the visual appeal of a digital menu design alone can have favorable outcomes on customer satisfaction and purchase intention. Brewer and sebby (2021) established that the visual appearance of a digital menu design can be a major factor in the dining experience of a customer. similarly, hou et al. (2017) found that the manner in which menus are presented on digital displays affects consumer behavior by increasing their cravings for items displayed. this study supports the sOr model, suggesting that aesthetically appealing stimuli would create positive affective responses, which then increase purchase intention. hence, it can be confirmed that: h1: Food desire is positively affected by how appetizing the menu looks. Menu informativeness and food desire in the present study, we hypothesized that menu informativeness plays an important role in consumer behavior and in modulating food desirability. high-quality information on menus provides information on food items in terms of ingredients, nutritional details, and methods of preparation, as well as dining decisions and the overall satisfaction of customers (Brewer & sebby, 2021; hou etal., 2017). the detailed form of information in menu design affects What consumers’ perceptions of desirable to eat (saper et al., 2002). Brewer and sebby (2021) agree that the abdomen is most dependent on written descriptions found on digital menus, and with the more detailed information consumers receive from a menu, the better informed they will be when making a selection, leading to more satisfaction and a better chance that customers will order more. this is especially key in the post-cOViD-19 world, where consumers are more health-conscious and are keen to know about the content and nutrition in the foods they eat. a typical example is one of hou etal. (2017) findings that explained digital menus that incorporated detailed information about the dishes can promote trust and perceived quality, which ultimately increases cOgent Business & ManageMent 5 purchase intentions. this is consistent with Brewer and sebby (2021), who showed that descriptive menu labels increase consumers’ purchase intentions, but reduce uncertainty and product value perceptions. le et al. (2023) examined the role of informativeness in digital menu design in relation to customer satisfaction and loyalty and found that restaurants that more clearly disclose information about their menu offerings tend to benefit from higher rates of returning customers. this indicates that informativeness not only stimulates a more immediate urge but also establishes longer-term customer loyalty. liechty et al. (2001) introduced how personalized and informative digital menus would enhance the dining experience, ultimately seeking customer intimacy. even by being very specific within the choices, the descriptions about each food item and digital menus can cater to personalized and dietary preferences by adding appeal to each food. according to cranage et al. (2004), this includes nutritional information, customer satisfaction, and purchase intention. this study indicates that offering more transparent and easier to find nutritional information on menus will facilitate healthier choices by customers, making them more likely to be satisfied and return to a restaurant. the theoretical background is consistent with the principle of grounded cognition theory, which suggests that external cues (e.g. detailed menu information) can prompt mental simulations and amplify food desire (Papies et al., 2017). in addition, the importance of typography and visual presentation on menu informativeness should not be ignored. Menu text can significantly influence consumer behavior: findings from ip and chark (2023) infers that proper typography choice is not only going to improve menu comprehension and design attractiveness, but also make it more informative and delicious for the customers. according to the stimulus-Organism-response (sOr) model, external factors such as the environment can provoke emotional and cognitive responses that induce behavioral intentions, such as suzi’s desire to eat the dish (Mehrabian & russell, 1974). in this case, detailed and informative menus can work as a stimulus to boost cognitive responses that give way to better food comprehension, and hence, higher rates of willingness to consume them (Papies etal., 2017). accordingly, how informative a menu is…this helps in influencing customers on what to eat, as it gives them all the necessary information that plays towards diners experiencing better dining pleasure and satisfaction. thus, the theory might be as follows: h2: the informativeness of a menu will positively affect food desire. Desire for food on purchase intention Desire is a powerful way to influence consumer behavior, and nowhere is more evident than digital menus. the association between food desire and purchase intention is important in that it goes straight to consumer decision-making. Many studies have investigated the relationship between food desire and purchase intention. Brewer and sebby (2021) showed that high-quality digital menus that adequately trigger food desire largely increase customer satisfaction and purchase intention. these findings will specifically shape the digital menu design to evoke food cravings and enhance purchase intentions in future studies. according to hou et al. (2017), the impact of digital menu presentation on consumer behavior is also an area under examination. their studies showed that visually appealing and informative menu descriptions are effective in enhancing consumers’ desire for food, which in turn positively affects purchase intention. this is consistent with the idea that visual cues and detailed descriptions can elicit mental simulations of consumption and therefore amplify food cravings (Papies, 2015). Furthermore, le etal. (2023) found a positive effect of the visual attractiveness of digital menus and the value of information provided on digital menus on customer satisfaction and loyalty. customers who desire menu items to break the decision/satisfaction link are less likely to form strong purchase intentions or repeat them as customers. Brewer and sebby (2021) researched the effect of menu design on consumer purchase intention, in which attractive and intelligently structured menus drive people to desire food and think positively about purchasing it. this provides a fresh insight that the graphical appearance and some design components of a menu hold a reputation for driving consumer behavior and decisions. a study by Jin etal. (2023) examined the influence of menu design, light, and color and service blueprinting on the purchase intention in restaurants. importantly, this research demonstrated that consumers’ eagerness to order is enhanced by the extent to which menus foreground appetitive dishes, further substantiating the relationship between food desire and purchase 6 s. gOPal etal. intention. theoretically, this relationship can also be explained by theoretical frameworks such as grounded cognition theory. as suggested by a study conducted by Papies et al. (2017), external cues, such as the sight of beautiful food images on a menu, can trigger mental simulations of eating experiences, thereby increasing food cravings and purchase intentions. similarly, hofmann etal. (2012) noted that everyday temptations, including food cravings, are strong predictors of food choice and purchasing behavior. Wang and Yang’s study on the effects of menu design on consumer perceptions and dining experiences supports this hypothesis. clear and appetizing food information in menus naturally reflects the dining experience and improves food desire and purchase intention. similarly, cranage etal. (2004) broadened these categories to include studies on the impact of nutritional information on customer satisfaction and purchase intentions, and found that when nutritional information was provided that was comprehensive and easy to read, food items with the nutritional information provided for them made customers hungry for the food items and evolutionarily predisposed to get off the couch or chair and make a purchase. ip and chark (2023) found that typography and ease of menu reading play major roles in consumer behavior. hence, food desire, induced by menu design, visual aesthetics, and informativeness, drives purchase intention for food. this preliminary study provides evidence supporting the hypothesis that greater hunger enhances food craving and partially mediates purchase intention (an earlier version of this study was also presented at the european Marketing conference in glasgow, scotland, in May 1998). a strong predictor of purchase intention is that customers are more inclined to order hot-tempting items shown and laid on a leaflet. this relationship is based on the theory of Planned Behavior (tPB), which postulates that behavioral intentions are shaped by attitudes, subjective norms, and perceived behavioral control (ajzen, 1991). similarly, Brewer and sebby (2021) reported that an engaging digital menu design can increase purchase intentions because it stimulates food cravings better. hou et al. (2017) found similar findings, showing that digital menu attractiveness affects perspective purchases. these results suggest theoretical support from tPB: the greater the food temptation (attitudes) and the easier ordering (perceived behavioral control), the more purchase intentions. thus, it can be posited that h3: Desire for food positively affects purchase intentions. Perceived convenience on purchase intention in the case of digital menus, the extent to which a customer believes that a given menu is convenient has an outsized effect on the likelihood of a purchase. this relationship is explored at length within consumer behavior literature, particularly in the realm of hospitality with the introduction of digital technology over time. Brewer and sebby (2021) investigated the effect of digital menus design on purchase intention and customer satisfaction. the ease of use and availability of digital menus were seen to increase customer satisfaction and purchase intention. hou etal. (2017) also studied the effects of digital menus on consumer behavior and found that if consumers consider digital menus to be more accessible and easy to use, they will have an increased likelihood of purchasing. this is consistent with the theory that convenience decreases cognitive resources in decision making, which leads to more favorable purchase attitudes (ajzen, 1991). le et al. (2023) explored the impact of digital menu informativeness on customer satisfaction and loyalty; hence, convenient and informative menus perceived by customers can be a potential enhancer of customer loyalty, contributing to repeat purchases. additionally, consumers appreciate the efficiency and effectiveness of information presentation in digital formats is highly appreciated by the consumers (hong et al., 2021). Brewer and sebby (2021) assessed the effects of outliers on customer purchase intentions by creating forms that are easier to buy from a person, and their extent will be greater. this supports the idea that easy-to-use digital interfaces may enhance the dining experience in general and encourage purchases, all else being similar (Jin et al., 2023). Perceived convenience is tied to the theoretical foundation of perceived ease of use, which states that consumers would rather interact with a system that is easy to work with and that can provide rapid access to the information they are looking for. this is especially important with respect to digital menus, where features, interoperability, and user interface design can cOgent Business & ManageMent 7 sway consumers in profound ways (Brewer & sebby, 2021). this is supported by research by Wang and Yang, who show that digital menus of perceived convenience increase the overall dining experience and purchase intentions. similarly, Jung et al. (2020) show that perceived convenience is a key determinant of hospitality customer loyalty. in addition, Piccoli etal. (2017) discussed the influence of perceived convenience on customer experience with personalized digital menus. their study found that customization, specifically when combined with convenience, can greatly improve customer engagement and purchase intentions. this highlights the necessity of creating a more customized digital menu that must be efficient at the same time (liu etal., 2022). therefore, been observed that simplicity of use or oppress sense is a key determinant of purchase intention in the context of digital menus. the ease with which customers can access and use a digital menu to place an order is called perceived convenience. On-site convenience in the restaurant sector is a key driver of customer satisfaction and purchase behavior. intuitive and effortless use of digital menus can drastically improve the dining experience, which increases purchase intention. convenience was identified as the most important factor in determining consumer behavior in online food services (hong et al., 2021). they discovered that when customers feel that digital menus are user-friendly, they are increasingly utilizing both driving buy expectations up. this is consistent with the technology acceptance Model (taM) which focuses on ease of use as an impetus to technology acceptance (Davis, 1989). Purchase intention is the probability or determination of potential customers buying products or services. Purchase intention in digital menus depends on there are many factors that play an important role in purchase intention in digital menus, such as perceived convenience, informativeness, and visual appeal on the menu. One study tells us that customer attitude towards digital menus is positive due to the perceived benefits of casual fine-dining. consumers may expect a layout and language to be a key influencing factor (Brewer & sebby, 2021). Digital menu design, as featured in a study conducted by Wang and Yang, can notably augment the convenience customers appreciate regarding their purchase intentions. this study is consistent with the view that perceived convenience plays a pivotal role in purchasing decisions in the digital context. likewise, Jung etal. (2020) draw attention to the fact that convenience has a material effect on purchase intent and customer loyalty in the hospitality sector as a whole. thus, the findings from these studies provide robust support to the hypothesis that higher perceived convenience leads to an increased intention to purchase; thus, we have the following conjecture: h4: Perceived convenience has a significant impact on purchase intention. Desire for food as a mediator between menu visual appeal and purchase intention how does your menu look change and how do you order it? the aesthetical appearance of a menu is important in determining how consumers will act or will be inclined to act. Menu design that is pleasing to the eye based on layout, color, images, and typeface can also create an emotional connection and appeal to appetite (Brewer & sebby, 2021) they arguing that aesthetically attractive and well-designed menus can have a positive impact on the overall meal experience, thereby elevating satisfaction and purchase intentions (hou et al., 2017). therefore, examining the underlying mediating mechanism of food craving on the effect of menu visual appeal on purchase intention is a logical next step. appetite, a non-conscious construct, plays a vital role in determining the possible course of action. this mediation can be understood using the theoretical framework of the stimulus-organism-response (sOr) model. as per the sOr model, environmental stimuli (menu visual appeal) generate internal responses (desire for food), which lead to behavioral responses (intent to purchase) (Mehrabian and russell, 1974). Visually appealing menus help elicit an increased desire for food items on the menu, thus enhancing consumers’ purchase intention by the consumers (Papies etal., 2017). this idea is supported by research that shows online menus appear to have an increased effect on customer purchase intention by reducing the activation barrier for impulse desire for food (Brewer & sebby, 2021). Digital menu presentation also affects consumers’ behavior and increases their desire for the food items that are shown, as illustrated by hou et al. (2017). these consumer study findings are in line with the sOr model, which suggests that appealing stimuli can create emotional responses among consumers, and as a result, stronger purchase intent can be generated. Partial least squares 14 s. gOPal etal. contextualized against the average item correlation values of the various constructs. as presented in table 2, the results showed that all constructs satisfied the necessary criterion (htMt < 0.90) and further justified their discriminant validity. these results illustrate the ability of the constructs to provide discriminant validity within the model (hair et al., 2014). Fornell-Larcker criterion (FLC) the Fornell-larcker criterion (Flc) is a widely used statistical method to test discriminant validity. Discriminant validity is then used to calculate how much one concept truly differs from the others in an seM model. in 1981, Fornell and larcker proposed a criterion for evaluating the square root of the average Variance extracted (aVe) of each construct in correlation with other constructs in the model. aVe measures the average variance, which explains the variance between items within a given construct. the diagonal elements indicate the square root of aVe for each construct used in the model evaluation. as shown in table 3, the diagonal elements surpass the higher-order (inter-construct) correlations. this pattern shows that each construct has more variance in common with its own measures than with other measures, thus supporting discriminant validity within the model (hair et al., 2014). Structural model Hypothesis testing the hypotheses were subjected to Pls-seM as a structural model, focusing on the direct effects between the variables. the results, including the beta coefficients (β), t-values, p-values, and 97.5% confidence intervals, are summarized in table 4. the results indicated that Menu Visual appeal (MVa) had a positive and significant effect on Desire for Food (DF) (β = 0.371, t = 5.506, p < 0.001), supporting hypothesis 1 (h1). similarly, Menu informativeness (Mi) positively influenced Desire for Food (DF) (β = 0.409, t = 6.259, p < 0.001), confirming hypothesis 2 (h2). the desire for food (DF) showed a strong positive effect on Purchase intention (Pi) (β = 0.655, t = 14.635, p < 0.001), supporting hypothesis 3 (h3). lastly, Perceived convenience (Pc) also positively impacts Purchase intention (Pi) (β = 0.256, t = 5.428, p < 0.001), confirming hypothesis 4 (h4). these findings underscore the importance of visual appeal, informativeness, and perceived convenience in enhancing purchase intentions in the digital menu context within the indian restaurant industry. Table 2. HtMt ratio. Constructs DF Mi MVa PC Menu informativeness 0.732 Menu Visual appeal 0.704 0.771 Perceived Convenience 0.595 0.551 0.594 Purchase intention 0.860 0.722 0.744 0.681 Table 3. Fornell-Larcker criterion. Constructs DF Mi MVa PC Pi Desire for Food 0.896 Menu informativeness 0.661 0.810 Menu Visual appeal 0.649 0.679 0.848 Perceived Convenience 0.544 0.480 0.528 0.822 Purchase intention 0.794 0.640 0.672 0.612 0.914 Table 4. Direct effects in PLs-seM. 97.5% confidence interval  Hypothesis Beta t-value p-value Lower upper Decision MVa → DF 0.371 5.506 0.000 0.239 0.4992 supported Mi → DF 0.409 6.259 0.000 0.2789 0.5365 supported DF → Pi 0.655 14.635 0.000 0.5604 0.7354 supported PC → Pi 0.256 5.428 0.000 0.1655 0.3505 supported Note.  Delta method standard errors, normal theory confidence intervals, ML estimator. cOgent Business & ManageMent 15 Mediation analysis the mediation analysis in our study examined the mediating roles of Menu Visual appeal (MVa) and Menu informativeness (Mi) on Purchase intention (Pi), with Desire for Food (DF) acting as the mediator. this analysis tested the following hypotheses: (h1) Menu visual appeal has a positive effect on food desire. (h2) Menu informativeness has a positive effect on food desires. (h3) Desire for food has a positive effect on purchase intention. (h4) Perceived convenience has a positive effect on purchase intention. to validate these mediating effects, we employed a bootstrap resampling method with 5000 samples to construct 95% confidence intervals. the absence of zero within these intervals indicated a statistically significant indirect effect, confirming mediation. the results, as presented in table 5 and Figure 2, demonstrate significant mediation effects in two pathways: Menu Visual appeal (MVa) to Purchase intention (Pi) through Desire for Food (DF), which showed that DF significantly mediated the relationship between MVa and Pi, with an indirect effect value of 0.243, t-value of 5.098, and a confidence interval ranging from 0.153 to 0.338. the p-value was 0.000, indicating strong support for the mediation hypothesis. Menu informativeness (Mi) to Purchase intention (Pi) through Desire for Food (DF) mediates the relationship between Mi and Pi, with an indirect effect value of 0.268, t-value of 5.603, and a confidence interval ranging from 0.174 to 0.366. the p-value is 0.000, confirming the mediation effect. these findings substantiate the mediating role of DF in the relationship between MVa, Mi, and Pi, supporting our hypotheses. Moderation analysis in the current study, we delve into the moderating influences of demographic factors specifically age, education, and marital status—specifically, age, education, and marital status—on the interrelationship between Menu Visual appeal (MVa) and Desire for Food (DF), Menu informativeness (Mi), Desire for Food (DF), Desire for Food (DF), and Purchase intention (Pi), and Perceived convenience (Pc) and Purchase intention (Pias shown in table 6, gender emerged as a moderating factor within the nexus of MVa and DF, corroborating hypothesis 1 (h1). a comprehensive review revealed that all examined moderating variables significantly influenced the relationship between Mi and DF, with marital status additionally moderating the DF and Pi associations. Figure 3 graphically represents these relationships; the central line delineates the core relationship between exogenous and endogenous variables, while the peripheral lines depict the extent of moderation Table 5. Mediation analysis. indirect effect path sample mean t-statics LLCi uLCi p-value Decision MVa -> DF-> Pi 0.243 5.098 0.153 0.338 0.000 supported Mi -> DF -> Pi 0.268 5.603 0.174 0.366 0.000 supported Figure 2. Bootstrapped model. 16 s. gOPal etal. at high and low levels. the upper trajectory, denoting a high moderating factor, displayed a positive and statistically significant slope. a pivotal contribution of our study is the illumination of the indirect or moderating effects of age, gender, and marital status on these relationships, a facet that is not extensively covered in the extant literature. the findings indicate gender-based moderation in both h1 and h2, whereas marital status has a moderating effect on h2 and h3. age exerts a moderating influence on h2. notably, none of the demographic factors appeared to moderate the relationship delineated in h4. Predictive relevance & effect size Predictive relevance, denoted as Q2, is a key indicator of a model’s predictive accuracy in Partial least squares structural equation Modeling (Pls-seM). it is obtained through a blindfolding procedure, which is particularly adept at forecasting the data points of multiitem endogenous constructs. according to hair et al. (2014), the model’s capability to predict the constructs in the study is affirmed when the Q2 values are greater than zero. in this study, all constructs demonstrated Q2 values above this critical threshold, confirming that the model possesses predictive relevance for the intended latent variables. Table 6. Moderation effect. estimate se Z p Decision MVa&DF*g MVa 0.7956 0.0632 12.593 < .001 g −0.2374 0.1101 −2.156 0.031 supported MVa * g −0.0744 0.1109 −0.671 0.502 Mi&DF*g Mi 0.7789 0.0594 13.122 < .001 g −0.2448 0.1083 −2.259 0.024 supported Mi * g 0.0694 0.1077 0.644 0.519 DF&Pi*g DF 0.7287 0.0382 19.086 < .001 g 0.0218 0.082 0.266 0.79 not supported DF * g 0.0703 0.0708 0.994 0.32 PC&Pi*g PC 0.64381 0.0586 10.9841 < .001 g −0.0021 0.1064 −0.0195 0.984 not supported PC * g 0.16478 0.1031 1.5988 0.11 MVa&DF*Ms MVa 0.791 0.0635 12.4566 < .001 Ms −0.0145 0.1489 −0.0975 0.922 not supported MVa * Ms −0.0183 0.1529 −0.1195 0.905 Mi&DF*Ms Mi 0.794 0.0594 13.36 < .001 Ms −0.327 0.1446 −2.26 0.024 supported Mi * Ms 0.309 0.1491 2.07 0.038 DF&Pi*Ms DF 0.7288 0.0382 19.072 < .001 Ms 0.1003 0.1096 0.915 0.36 supported DF * Ms −0.0614 0.0952 −0.645 0.519 PC&Pi*Ms PC 0.658 0.0579 11.36 < .001 Ms 0.246 0.1417 1.73 0.083 not supported PC * Ms 0.185 0.1519 1.22 0.224 MVa&DF*a DF 0.5301 0.0422 12.565 < .001 a 0.1324 0.0704 1.88 0.06 not supported DF * a −0.0573 0.0605 −0.948 0.343 Mi&DF*a DF 0.5612 0.043 13.059 < .001 a 0.1589 0.0717 2.216 0.027 supported DF * a −0.0117 0.0616 −0.19 0.849 DF&Pi*a DF 0.7272 0.0381 19.07 < .001 a 0.0681 0.0636 1.071 0.284 not supported DF * a −0.0525 0.0547 −0.961 0.337 PC&Pi*a PC 0.659 0.0585 11.2667 < .001 a 0.09775 0.083 1.1781 0.239 not supported PC * a 0.00386 0.0893 0.0432 0.966 Note. Moderator g - gender, Ms - Marital status, a - age. cOgent Business & ManageMent 17 Furthermore, the impact of exogenous constructs on endogenous constructs was evaluated following the guidelines set forth by cohen (1988). Our current model’s effect sizes are detailed in table 5, with cohen’s rule of thumb providing benchmarks for interpretation: 0.00 (no effect), 0.02 (small effect), 0.15 (moderate effect), and 0.35 (large effect). it is evident from our analysis that the construct Desire for Food’ exerts the most substantial effect size in relation to Purchase intention, as shown in table 7. Importance-performance map analysis ringle and sarstedt (2016) foundational discourse on Partial least squares structural equation Modeling (Pls seM) set the stage for the advancement of a novel evaluative approach known as importance Performance Map analysis (iPMa) (streukens et al., 2017). this technique is pivotal in assessing the efficacy of exogenous constructs within a given model. incorporated into the latest iteration of smartPls 3 software (hair et al., 2014), iPMa stands out as a robust tool for determining the magnitude of the relationships between constructs. in this study, we anchored Purchase intention as the Figure 3. Moderation effect. 18 s. gOPal etal. focal construct for analysis. as delineated in table 8, the iPMa reveals that the link between Desire for Food and Purchase intention has the highest importance score (0.655) within the model. By contrast, the association between Perceived convenience and Purchase intention registers the highest performance score. Discussion this study set out to explore the underlying factors that influence consumer behavior towards online food ordering, specifically examining the roles of the Perceived convenience (Pc) of online ordering, Menu informativeness (Mi), and Menu Visual appeal (MVa) in shaping consumer desire and purchase intentions. Hypothesis findings the results indicated that Menu Visual appeal (MVa) had a significant positive effect on Desire for Food (DF) (β = 0.371, t = 5.506, p < 0.001). this finding supports the findings of Brewer and sebby (2021), highlighting that aesthetically pleasing menus enhance consumers’ desire for food. the sOr model (Mehrabian & russell, 1974) supports this by positing that environmental stimuli (visual appeal) evoke emotional responses (desire), which in turn drive behavioral intentions (purchase). the analysis confirmed that Menu informativeness (Mi) positively influenced Desire for Food (DF) (β = 0.409, t = 6.259, p < 0.001). this aligns with the findings of hou et al. (2017), who suggested that detailed and comprehensive menu information enhances food desire by reducing uncertainty and increasing perceived value. this study also confirms the results of Brewer and sebby (2021) that Desire for Food (DF) has a significant positive effect on Purchase intention (Pi) (β =.655, t = 14.635, p <.001). this suggests that increased food wanting leads directly to increased purchase intentions, in line with the theory Behavior (ajzen, 1991). Perceived convenience (Pc) was positively influenced by (Pi) (β = 0.256, t = 5.428, p < 0.001). this confirms the premise of the taM (Davis, 1989) suggests that a more convenient and accessible form brings consumer satisfaction and higher purchase intentions (hong et al., 2021). the mediation analysis indicated that Desire for Food (DF) mediated the relationship between Menu informativeness (Mi) and Purchase intention (Pi), with an indirect effect of 0.268 (t = 5.603, p < 0.001). this is in line with the sOr model and thus supports our hypothesis that informativeness is positively related to purchase intention since it leads to food desire. Desire for Food (DF) also acts as a mediator in the relationship between Menu Visual appeal (MVa) and Purchase intention (Pi) [indirect effect: 0.243 (t = 5.098, p < 0.001)]. this result highlights the impact of aesthetics on hunger, and reminds us of how aesthetics can lead to purchase behavior through stimulation of food desire (Papies et al., 2017). the results of the moderation analysis suggest that both sexes moderate the relationship between MVa and DF and Mi with DF. in addition, this suggests that the effects of visual appeal and informativeness on food desire were gender-dependent because contrasting versions of the stimuli favoring different visual food perceptions were preferred between men and women, as revealed by Yeo etal. (2017). the cumulative effect of these relationships is moderated by marital status, whereby married individuals exhibit different levels of Table 7. effect size effect. Construct indictors f square Menu Visual appeal -> Desire for Food 0.152 Menu informativeness-> Desire for Food 0.184 Desire for Food -> Purchase intention 0.933 Perceived Convenience -> Purchase intention 0.143 Table 8. iPMa. Purchase intention Constructs importance Performances Menu Visual appeal 0.243 64.503 Menu informativeness 0.268 56.216 Desire for Food 0.655 59.846 Perceived Convenience 0.256 72.694 cOgent Business & ManageMent 19 prioritization of detailed menu information and convenience than single individuals (Yoon & george, 2012; handayani et al., 2022). consumer age is a moderator of Mi and DF, highlighting that Mi is more effective for younger consumers who are more affected by visual appeal and less effective for older consumers who are more affected by informativeness and convenience (hong et al., 2021). the results of the study also show how aesthetically pleasing online menus can influence diners’ decisions, albeit to a lesser degree than expected. this is likely because enticing food pictures could distract diners from the actual information about the food on the menu. the research further suggests that consumers’ perception of service convenience increases with the recognition of time and effort savings, enhancing the likelihood of purchase. in light of hou etal. (2017), the current study delves into how consumer attitudes and intentions are molded by visual and descriptive elements of menu items. it was observed that consumers’ information processing styles, whether visualizers or verbalizers, influence their preferences and purchase propensity. interestingly, while the availability of menu information significantly affected perceptions of convenience, the influence of menu visual appeal on this perception was marginal. Theoretical implications the findings of this research offer significant theoretical advancements in understanding the dynamics of online menu presentations and their influence on consumer ordering behaviors within the rapidly growing domain of online food delivery services in india. the findings of this research offer significant theoretical advancements in understanding the dynamics of online menu presentations and their influence on consumer ordering behaviors within the rapidly growing domain of online food delivery services in india. First, it delineates and elaborates upon the constructs and their influence on consumers’ intentions to order food online, particularly in the indian restaurant context. second, situating the study in the post-covid-19 era, it addresses and resolves a notable gap in prior research, offering a timely and relevant exploration of the subject matter. this study distinguishes itself by integrating both cognitive and affective dimensions to predict consumer intent, thereby enhancing the predictive robustness of the consumer decision-making model. Prior studies were limited to purely emotional factors such as stimulation, hunger, and cravings. additionally, this study extends the application of the stimulus-Organism-response (sOr) model, technology acceptance Model (taM), and theory of Planned Behavior (tPB) to the context of digital menus. By integrating the cognitive and affective dimensions, it offers a robust framework for predicting consumer behavior in online food ordering. this comprehensive approach demonstrates how environmental stimuli (menu visual appeal and informativeness) evoke internal responses (desire for food), leading to behavioral outcomes (purchase intentions). third, this study provides novel insights into the comparative influence of visual depictions of food items and detailed informational content regarding ingredients, caloric content, and preparation methods on purchase intentions. Both visual and informational elements were found to exert a positive influence, offering a nuanced understanding of how different menu features can influence consumer decisions. Menu appeal (β = 0.371) and informativeness (β = 0.409) were found to significantly increase food desire, which, in turn, led to strong purchase intentions (table 5). knowledge of the mediating effect of hunger desires offers enhanced insight into consumer behavior in the digital sphere. in addition, the study addressed the moderating effects of respondents’ demographic characteristics (sex, marital status, and age). these results highlight the need for demographic-specific approaches for digital menu design and promotion. some visual appeal alone may play a greater role in increasing food desire in women than in men, while more informative content might drive desire for the same food in men more than in women. these relationships are further modified by marital status and age, emphasizing the need for personalized digital marketing approaches for different consumer segments. therefore, this research makes a novel and important contribution to the current knowledge and, in doing so, forms a foundation upon which future research may investigate how elements of a restaurant menu may influence consumer purchase intentions. the proposed framework developed in the present study innovates methodologically, may be beneficial for indian researchers, and could be a useful reference for the world research community. the insights it provides therefore fuel future innovation and academic conversation within the field, informing the theoretical foundation upon which empirical investigations into consumer behavior in digital food services should be built. 20 s. gOPal etal. Managerial implications such research would equip restaurant operators and strategists with actionable insights to improve digital menu performance and succeed in an era driven by technology. improving aesthetically: employ images and beautiful designs to elicit consumer desires. the use of data to select optimal offers, positioning the items with the highest margins prominently on the menu, and using colors such as red, yellow, and orange in the menu to increase the attractiveness and appetite of the food have been among the best practices (Maga, 1974). realistic visuals increase consumer trust and purchase intention. increasing information Value: enrich the experience for customers by giving them the full story about the menu they are ordering from, ensuring less customer doubt, and improving perceived value. experimental evidence supports the proposition that descriptive narratives, together with images, can lead to higher levels of behavioral intentions (kisielius & sternthal, 1984). Make menu items easily legible and bilingual, where appropriate customized meal selections catered towards different types of dietary preferences can help individualize user experience. convenience: Modernization of the purchasing process and speedy delivery service helps enhance the buyer experience. intuitive online ordering interface and secure payment options. it could also be a discount, a free shipment, or a buy one obtains one. customizing digital menu designs among demographic groups allows restaurants to trigger the interest of consumers and increase their purchase intentions. there were gender, marital status, and age-related variations in the use of digital menu responses. in other words, men might want to know more about what they are eating, whereas women can be enticed to eat more with pleasant pictures of food options. Families (versus singles) and seniors are more likely to choose convenience and advantages. as such, it is imperative that a restaurant owner stay in tune with the times to remain competitive and around for the long haul. acting on these insights and relentlessly innovating will drive greater consumer engagement and satisfaction and, ultimately, a more profitable business. Conclusion the focus of this study was on the interface dynamics of online menu presentation, perceived ease of online order entry, and their combined impact on intention to order food online. in line with the theories of planned action, perceived enjoyment, and technology acceptance, the objective of this study was met through the proposed model consisting of five determinants. although the study is based on the indian landscape, its pertinence can be extended to a bigger picture of a globalized economy driven by the technological revolution and an increasing trend in online food ordering behavior. this investigation differentiates itself from previous research by providing current and more culturally relevant findings in english. this was proven by Brewer and sebby (2021), who determined that the esthetical quality and information of online menus have a large impact on in-store consumer demand, suggesting that perceived convenience can add a nice touch to the digital food ordering process (Duarte et al., 2018). the insights derived from this research can help food and restaurant industry stakeholders gain a competitive edge through more effective customer engagement and higher food order volumes. these results can act as a benchmark for what is currently being done within the industry, and can guide future research in a rapidly evolving area. Limitations and future research directions While this study has made strides in understanding online menu effects and consumer behavior, we acknowledge some limitations. While this study has made strides in understanding online menu effects and consumer behavior, we acknowledge some limitations. First, the research was geographically focused on southern india. this study could be broadened to cover other indian geographies, which might offer different perspectives. the sample was not representative in two main ways: the weighted sample overestimated natural home delivery users and other delivery service users, and weighed the sample towards younger people who were more likely to use online menu services. One caveat here is that this could be an under-representation of the consumer base. Finally, more specific variables on the online food ordering experience that are not included in this study may exist, leading to preliminary research to provide sufficient information from the model. hence, the cOgent Business & ManageMent 21 scope and range of studies on geographic and demographic community participation needs to be expanded in future research. it would be useful to use both direct and indirect monitoring methods in surveys of this type in future studies to increase reliability and validity. Further research should include other observed constructs and broaden the reach of the factors that influence users’ intentions to order food online. this could allow us to backtrack these expansions and refinements to provide a new level of understanding of consumer behavior in the digital age. Authors Contribution shilpa gopal played a crucial role in the conceptualization and overall design of the study. she was instrumental in developing the initial research framework and methodology and guiding the project’s direction from inception to execution. shilpa also conducted the formal analysis, interpreted the data, and ensured the accuracy of the results. her leadership extended to drafting significant portions of the manuscript, particularly the literature review and discussion, and supervising the research process to ensure coherence and academic rigour. Mathew thomas gil was responsible for conducting an extensive literature review that provided a solid foundation for the research hypotheses and theoretical framework. he managed the data collection process, including the design and administration of the survey, and was pivotal in curating data for subsequent analysis. Mathew’s contributions included reviewing and editing the manuscript to enhance its clarity and flow, ensuring that the final document met high academic standards. Beulyn cydel salian contributed significantly to validating the data analysis methods and results, ensuring that the statistical approaches were sound and the findings were reliable. she excelled in creating visual representations of the data, which were crucial for effectively illustrating the study’s outcomes. Beulyn also participated in writing sections of the manuscript, particularly those related to the results and their practical implications. additionally, she managed the project administration, coordinated team communications, and kept the project on schedule. Jalil Baddaoui provided essential insights into the theoretical aspects of the study, ensuring that the research was well grounded in established models such as the sOr model, taM, and tPB. his expertise was invaluable in reviewing and editing the manuscript, with a focus on theoretical accuracy and depth. his supervision during our revision of this manuscript ensured that all phases were executed at a high standard, adhering to the planned research goals. Disclosure statement no potential conflict of interest was reported by the author(s). Ethical approval the authors confirm that this research adhered to ethical guidelines and complied with the legal requirements of india. informed written consent was obtained from all participants using an online questionnaire, in which participants were provided with an extensive explanation of the study objectives, procedures, and their right to withdraw at any time before consenting. Participants indicated their consent by selecting an acknowledgment box before beginning the questionnaire. according to the institutional research committee, this study did not require formal ethics clearance from an institutional ethics committee (iec), as outlined in Mahe/appendix 2, ‘Projects exempt from submission to irc’. specifically, Point 7 exempts projects involving pure marketing and economic research that do not have health, psychological, or social impacts on participants. this study, which surveyed university students on their interactions with digital menus and online food-ordering experiences, qualifies for this exemption. the survey focused on consumer behavior and perceptions of digital menu effectiveness (visual appeal, informativeness, and convenience) and maintained minimal participant risk, ensuring that all responses remained anonymous and confidential. By meeting these criteria, this study complied with both the institutional and international research ethics standards. Funding the authors have received no financial support for the research, authorship, or publication of this manuscript. About the authors Dr. Shilpa Gopal is an assistant Professor (senior scale) in the Department of commerce at the Manipal academy of higher education (Mahe), Manipal, india. she completed her Ph.D. in Management from Periyar university, salem, 22 s. gOPal etal. tamil nadu, specializing in marketing and consumer behavior. her research interests include advertising and Branding, consumer Behavior, and social Media Marketing. Dr. shilpa has more than 15 years of teaching experience in subjects such as Marketing, consumer Behavior and research methods and is actively involved in research and academia. she also had several publications on her own credit. Dr. Mathew Thomas Gil is an assistant Professor (senior scale) in the Department of commerce at the Manipal academy of higher education (Mahe), Manipal, india. he earned his Ph.D. in Management from anna university, chennai, specializing in green marketing and consumer behavior. his research interests include sustainable innovation, marketing analytics, consumer behavior, and entrepreneurship. Dr. gil has published extensively in international peer-reviewed journals and has served as a reviewer for reputed academic publications. he is experienced in teaching marketing, business research methods, and data analytics and is actively involved in academic program development and research supervision. Ms. Beulyn Cydel Salian is currently pursuing a Master’s degree in analytics at rMit university, Melbourne, Victoria, australia. she holds a B.com Professional honors degree from the Department of commerce at the Manipal academy of higher education (Mahe), Manipal, india. Beulyn specializes in analytical tools and platforms including sQl, rstudio, sas, and Power Bi. her research interests lie in the areas of marketing analytics, consumer behavior, service marketing, branding, and trading strategies. With a strong foundation in data-driven decision-making, Beulyn aimed to contribute to advancing insights and strategies in the fields of marketing and finance. Dr. Jalil Baddaoui holds a Ph.D. in Management science from université abdelmalek essaâdi, specializing in sustainability in supply chain management. he is an Operations Manager in the maritime sector with expertise in optimization, maritime operations, logistics, and sustainability. his research focuses on applying data science to optimize resources, enhance supply chain sustainability, and improve logistics performance. in addition to his industry role, Dr. Baddaoui teaches at the international university of rabat and université abdelmalek essaâdi, delivering courses on supply chain management, logistics, and sustainability, while bridging academic research with practical applications. ORCID shilpa gopal http://orcid.org/0000-0002-6094-3129 Mathew thomas gil http://orcid.org/0000-0002-5135-3397 Beulyn cydel salian http://orcid.org/0009-0002-9058-6369 Data availability statement the data supporting the findings of this study are available from the corresponding author upon request. 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