Title: Bangladeshi consumers' intentions towards purchasing meat

Authors: Sheikh Ashiqurrahman Prince

Addresses: Department of Management Studies, BSMRSTU, Goplaganj-8100, Bangladesh

Abstract: The aim of this study is to explore how consumers' cognitive and affirmative interpretation about meat attributes influences their intentions for purchasing meat in Bangladesh. In all, 286 data points were analysed using Cronbach's alpha, test of normality, exploratory factor (EFA), confirmatory factor analysis (CFA), and structural equation model (SEM) to test the validity of the model. The findings show that consumers' cognitive and affirmative interpretation about meat prices is statistically significant, which positively motivates customers to purchase meat. However, when health benefits, purchase convenience and availability of meat are interpreted by consumers' cognition and affirmation, they do not statistically and positively influence consumers' intention to purchase meat. In addition, consumers' family size and their regular habits increase their intention to purchase meat. Therefore, this empirical study provides guidance for meat stakeholders to develop strategies for preventing food adulteration, increasing consumers' purchasing interest and expanding meat markets in Bangladesh.

Keywords: meat adulteration; affirmation and cognition; theory of cognitive dissonance; consumer psychology; Bangladesh.

DOI: 10.1504/JGBA.2018.097177

Journal for Global Business Advancement, 2018 Vol.11 No.4, pp.491 - 515

Received: 18 Sep 2018
Accepted: 18 Sep 2018
Published online: 02 Jan 2019 *

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