Abstract

This research aims to examine the impact of personal, social, environmental, cultural, and psychological aspects on restaurant business purchase intentions in Iraq. The research methodology was quantitative and included a cross-sectional design. The study sample consisted of restaurant patrons chosen using the approach of purposive sampling. The 215 response data were evaluated using Partial Least Square (PLS)-Equation Modeling Technique (SEM). The regression analysis results indicated that all of the components, including social, environmental, personal, and psychological factors, had a positive and substantial effect on customers' purchase intentions. However, cultural factors have a negligible effect. The research and present findings could be deemed a pioneering study that could contribute to the existing body of literature. In addition, the current study could help researchers, policymakers, and restaurant entrepreneurs understand the significance of these indicators, which can increase customers' purchase intentions. After the examination, the researchers noted the study's limitations and recommended further research.