Abstract
Accompanied by the flourishing development of China's prepared dishes industry, understanding consumer purchasing decisions helps companies clarify market needs and expectations. This study analyzed consumers' willingness to purchase prepared dishes and the moderating role of time pressure using the Theory of Planned Behavior and Structural Equation Modeling. Four hundred and three completed respondents were collected through an online survey of consumers in Beijing, the Capital of China. Our results showed that: (1) Respondents of various demographics (e.g., age, education, occupation, and marital status) had significant differences in willingness to buy. (2) All dimensions of value (functional, emotional, and convenience) had a notable positive effect on behavioral attitudes. However, behavioral attitudes only served as a full mediator between functional value, emotional value, and purchase intentions. (3) Time pressure played a positive moderating role in the effect of perceived value on behavioral attitudes, with positive tendencies in behavioral attitudes increasing as time pressure increased. The study concludes with recommendations for consumers, enterprises, and the government and provides an additional reference for the policy of "Strengthening Food Safety Regulation of Prepared Dishes".