Abstract
This study analyses the effect of elements adopted from social psychology, that is attitude and subjective norms, on the buying intention of rural buyers for purchasing hand hygiene products. Several studies in the FMCG sector has examined the role of social-psychological elements on buying intention. However, there is a paucity of research examining the impact of attitude and subjective norms on buying intention of rural buyers for hand hygiene products. Therefore the study aimed to examine the effect of social-psychological elements on buying intention of rural buyers. After concluding from the theory of reasoned action, conducting experimental research with 384 rural respondents and conducting analysis using the stepwise multiple regression analysis, the result exhibit that attitude affects the buying intention. However, subjective norms also influenced the buying intention. The study concludes that buying intention of rural buyers was substantially influenced by the social-psychological elements associated with them.