Abstract
This paper aims to investigate the effects of the beef buyers’ beliefs, using the
theory of planned behavior (TPB). Paper uses deductive approach. Empirically,
a model of consumer behavior for beef in the Pakistan is estimated using
regression analysis and its results and implications are discussed. Results of the
study implied that “evaluative belief” was the most important determinant of
beef buying intention, followed by affective belief, subjective norms, and
perceived behavioral control but subjective norm had no effect on the beef. The
survey approach is a non-probability sample; therefore care must be exercised
while making inferences about causality and representativeness. The results are
of great worth for academicians, food industry managers and government
authorities. The findings emphasized the need for effective marketing
communication, government authorities to launch public food safety education
to consumers and strict implementation of consumer protection laws. The study
is an original research with regards to its potential contributions of the
behavioral aspects of the beef buying.
Jamshed Khan Khattak, Dr. Syed Muhammad Mehdi Raza Naqvi. (2016) Impact of Consumer Beliefs on Beef Buying Intention in Pakistan: An application of the Theory of Planned Behavior, Abasyn Journal of Social Sciences, Volume-09, Issue-2.
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