An extended theory of planned behavior to predict consumers' willingness to buy mobile slaughter unit meat

Djura L. Hoeksma, Marien A. Gerritzen, Anne Marike Lokhorst, Marijn Poortvliet*

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

10 Citations (Scopus)

Abstract

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.
Original languageEnglish
Pages (from-to)15-23
JournalMeat Science
Volume128
DOIs
Publication statusPublished - 2017

Keywords

  • Animal welfare
  • Consumer acceptance
  • Consumer decision making
  • Mobile slaughter units
  • Personal norms
  • Theory of planned behavior
  • Value belief norm theory

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