An extended theory of planned behavior to predict consumers' willingness to buy mobile slaughter unit meat.
The current study investigated the determinants of consumers' intention to purchase meat from mobile slaughter units (MSU). The theory of planned behavior (TPB) and the value belief norm theory (VBN) were used as conceptual lenses to guide this investigation. We conducted a survey among 329 respondents in the Netherlands who buy meat for themselves and/or for others. The results indicated that (1) TPB and VBN explain a high proportion of the variance in consumers' intention to buy MSU meat, and that (2) an extended TPB that includes peoples' attitude, personal norm, subjective norm, and perceived behavioral control turned out to be the best model to predict willingness to buy MSU meat. Further implications for future research and practice are discussed.
Wageningen University, The Netherlands.
Djura L
DL
Hoeksma
Wageningen University, The Netherlands.
Marien A
MA
Gerritzen
Wageningen University, The Netherlands.
Anne Marike
AM
Lokhorst
Wageningen University, The Netherlands. Electronic address: marijn.poortvliet@wur.nl.
P Marijn
PM
Poortvliet
D000827:Animal Welfare / Q000191:economics / Q000639:trends; D000818:Animals; D002417:Cattle; D003258:Consumer Behavior / Q000191:economics; D017046:Cost Savings; D003657:Decision Making; D003662:Decision Theory; D004034:Diet Surveys; D005518:Food Preferences; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D033182:Intention; D008460:Meat / Q000032:analysis* / Q000191:economics; D008462:Meat-Packing Industry / Q000191:economics / Q000295:instrumentation / Q000379:methods* / Q000639:trends; D008960:Models, Psychological; D018986:Motor Vehicles / Q000191:economics; D009426:Netherlands; D066262:Social Norms; D012938:Social Perception; D012945:Social Values; D034421:Sus scrofa
Animal welfare; Consumer acceptance; Consumer decision making; Mobile slaughter units; Personal norms; Theory of planned behavior; Value belief norm theory