Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Consumers' knowledge discrepancy and confusion in intent to purchase farmed fish

Consumers' knowledge discrepancy and confusion in intent to purchase farmed fish The purpose of the paper is to examine the influence of consumers' perceived knowledge, knowledge discrepancy and confusion on the intention to purchase farmed fish (FF) via a survey design regarding perceptions, buying and consumption practices of urban households in Chittagong, Bangladesh.Design/methodology/approachThe samples of 498 households were selected from a stratified cluster from the Chittagong city and were interviewed using a structured questionnaire. The data have been analysed using exploratory factor analysis and structural equation modelling.FindingsThe results show that consumers' subjective knowledge (SK) is significant for purchase intention whereas objective knowledge (OK) is not. Again, consumers' SK, OK, knowledge discrepancy and confusion have no influence in forming consumers' attitude towards FF. However, consumers who overestimate their actual level of knowledge hold negative attitude towards FF and vice versa. Furthermore, consumers' OK affects their confusion inversely although it does not influence the purchase intention significantly.Practical implicationsIf the marketers can frame a more engaging means of communication and knowledge enhancement plan, consumers' attitude and purchase intention regarding FF will be signified.Originality/valueThis is the first study that fundamentally contributes to the scientific research in that it measures the knowledge discrepancy of consumers regarding FF. In addition, this study substantiates that low objective knowledge leads to confusing consumers at the time of purchasing. The effect of overestimating the level of knowledge as well as underestimating the level of knowledge in explaining the purchase intention of FF would be a supplementary addition. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Consumers' knowledge discrepancy and confusion in intent to purchase farmed fish

Hoque, Mohammed Ziaul; Alam, Md. Nurul
British Food Journal , Volume 122 (11): 17 – Oct 12, 2020
Download PDF
17 pages

Loading next page...
 
/lp/emerald-publishing/consumers-knowledge-discrepancy-and-confusion-in-intent-to-purchase-804q6vdgKP

References (68)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0007-070X
DOI
10.1108/bfj-01-2019-0021
Publisher site
See Article on Publisher Site

Abstract

The purpose of the paper is to examine the influence of consumers' perceived knowledge, knowledge discrepancy and confusion on the intention to purchase farmed fish (FF) via a survey design regarding perceptions, buying and consumption practices of urban households in Chittagong, Bangladesh.Design/methodology/approachThe samples of 498 households were selected from a stratified cluster from the Chittagong city and were interviewed using a structured questionnaire. The data have been analysed using exploratory factor analysis and structural equation modelling.FindingsThe results show that consumers' subjective knowledge (SK) is significant for purchase intention whereas objective knowledge (OK) is not. Again, consumers' SK, OK, knowledge discrepancy and confusion have no influence in forming consumers' attitude towards FF. However, consumers who overestimate their actual level of knowledge hold negative attitude towards FF and vice versa. Furthermore, consumers' OK affects their confusion inversely although it does not influence the purchase intention significantly.Practical implicationsIf the marketers can frame a more engaging means of communication and knowledge enhancement plan, consumers' attitude and purchase intention regarding FF will be signified.Originality/valueThis is the first study that fundamentally contributes to the scientific research in that it measures the knowledge discrepancy of consumers regarding FF. In addition, this study substantiates that low objective knowledge leads to confusing consumers at the time of purchasing. The effect of overestimating the level of knowledge as well as underestimating the level of knowledge in explaining the purchase intention of FF would be a supplementary addition.

Journal

British Food Journal – Emerald Publishing

Published: Oct 12, 2020

Keywords: Farmed fish; Consumers' knowledge; Confusion; Purchase intention; Emerging market; Bangladesh

There are no references for this article.