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Determinants of the Intention to Purchase Branded Meat: Mediation of Brand Trust

Author

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  • Xie Ling
  • Muhammad Faisal Shahzad
  • Zia ul Abrar
  • Jamshid Khan Khattak

Abstract

This article provides an overview of some recent findings on consumer attitudes and other vital antecedents of purchase intention of branded meat. Based on a sample of 349 respondents in Pakistan, this study tests a model including factors associated with branded meat purchase intentions. SPSS, version 21.0 (Statistical Package for Social Sciences) and AMOS (Analysis of Moment Structure) were used for data analysis. Structural equation modeling (SEM) is a statistical modeling method of analysis that enables the testing of a series of separate yet, interrelated constructs and regression equations, allowing for the study of multiple relationships at once. Consumer attitude, subjective norms, and perceived behavioral control are the most critical factors in forming consumers’ intentions toward buying and consuming branded meat. The overall mediating role of brand trust is less driven by subjective norms and perceived behavioral control, more by consumer attitude than branded meat products. The findings can help public policymakers and managers to understand consumers’ branded meat purchase tendencies and help promote healthier consumption habits.

Suggested Citation

  • Xie Ling & Muhammad Faisal Shahzad & Zia ul Abrar & Jamshid Khan Khattak, 2021. "Determinants of the Intention to Purchase Branded Meat: Mediation of Brand Trust," SAGE Open, , vol. 11(3), pages 21582440211, July.
    • Handle: RePEc:sae:sagope:v:11:y:2021:i:3:p:21582440211032669
    DOI: 10.1177/21582440211032669
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    References listed on IDEAS

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    Cited by:

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    2. Sirikarn Phuchada & Phumsith Mahasuweerachai, 2022. "The Higher the Goal, the More You Eat: Reference Dependence In an “ALL-YOU-CAN-EAT†Restaurant," PIER Discussion Papers 185, Puey Ungphakorn Institute for Economic Research.
    3. Fallah Samuel Kassoh & Baichen Jiang & Achara Boonkong & Hui Li & Abdelrahman Ali & Tanapon Srisukwatanachai, 2024. "Understanding the cross-cultural chicken consumers' behavior," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 70(2), pages 73-90.
    4. Majid Mapkhot Goaill & Mohammed A. Al-Hakimi & Hamood Mohammed Al-Hattami & Mohsen Ali Murshid & Amal Al-Mogahed & Sharf Obad, 2023. "The Impact of Promotional Activities on the Purchase and Repurchase Intention of Energy Drinks in Yemen Under Different Levels of Awareness of the Potential Adverse Effects," SAGE Open, , vol. 13(4), pages 21582440231, December.

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