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Investigating consumer alienation toward broiler leading to food insecurity

Investigating consumer alienation toward broiler leading to food insecurity The main purpose of this paper is to study the changing consumer behavior toward broiler meat and apprise its consequences toward food insecurity.Design/methodology/approachThis is a sequential exploratory mixed-method study in which qualitative data were collected through semi-structured interviews (n = 38) by snowball sampling. The quantitative data were collected through a questionnaire survey (n = 975) by convenience sampling. The qualitative data were analyzed through NVivo 10 software by using thematic analysis, i.e. the qualitative content analysis (QCA). The theory of consumer alienation provides the theoretical underpinning for a quantitative study. The established scales were adopted and adapted. The quantitative data was analyzed through AMOS 24 software by using structural equation modeling (SEM).FindingsIt was found that people have many reservations regarding broiler meat. Thus, consumer alienation negatively (ß = −0.10) and the subjective norm positively (ß = 0.82) affects the intention to buy broiler meat.Research limitations/implicationsThe ongoing consumer alienation toward broiler will force them to avoid using this cheapest protein and ultimately will lead to food insecurity in developing countries. It is recommended that people must be adequately educated about the real broiler business and its operations to counter their ongoing misperceptions.Originality/valueIt is the original empirical Research Work. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Investigating consumer alienation toward broiler leading to food insecurity

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0007-070X
DOI
10.1108/bfj-07-2020-0616
Publisher site
See Article on Publisher Site

Abstract

The main purpose of this paper is to study the changing consumer behavior toward broiler meat and apprise its consequences toward food insecurity.Design/methodology/approachThis is a sequential exploratory mixed-method study in which qualitative data were collected through semi-structured interviews (n = 38) by snowball sampling. The quantitative data were collected through a questionnaire survey (n = 975) by convenience sampling. The qualitative data were analyzed through NVivo 10 software by using thematic analysis, i.e. the qualitative content analysis (QCA). The theory of consumer alienation provides the theoretical underpinning for a quantitative study. The established scales were adopted and adapted. The quantitative data was analyzed through AMOS 24 software by using structural equation modeling (SEM).FindingsIt was found that people have many reservations regarding broiler meat. Thus, consumer alienation negatively (ß = −0.10) and the subjective norm positively (ß = 0.82) affects the intention to buy broiler meat.Research limitations/implicationsThe ongoing consumer alienation toward broiler will force them to avoid using this cheapest protein and ultimately will lead to food insecurity in developing countries. It is recommended that people must be adequately educated about the real broiler business and its operations to counter their ongoing misperceptions.Originality/valueIt is the original empirical Research Work.

Journal

British Food JournalEmerald Publishing

Published: Apr 27, 2021

Keywords: Consumer alienation; Subjective norms; Broiler; Food insecurity; Cheap protein; Misperceptions

References