Impact of Price Fairness and Quality on Consumer Satisfaction towards Gluten-free Food: Mediating Role of Perceived Value

The demand for gluten-free products has grown tremendously in the past decade globally. In this regard, the present research aims to examine how consumer satisfaction (CS) toward gluten-free products is influenced by perceived quality (PQ), perceived price fairness (PPF), and perceived value (PV), with the use of the theory of cue utilization, dual entitlement, and S-O-R theory. The hypotheses were tested with maximum-likelihood estimation. The finding of this study revealed that PQ, PPF, and PV positively influence CS. Additionally, the partial meditation impact of PV was observed between PPF, PQ, and CS. Theoretical contribution, managerial implication, and scope for further research are discussed at the end of the paper.