Agric. Econ. - Czech, 2024, 70(2):73-90 | DOI: 10.17221/331/2023-AGRICECON

Understanding the cross-cultural chicken consumers' behaviorOriginal Paper

Fallah Samuel Kassoh ORCID...1,2, Baichen Jiang1, Achara Boonkong1, Hui Li1,3,4, Abdelrahman Ali1,5, Tanapon Srisukwatanachai1
1 College of Economics and Management, South China Agricultural University, Guangzhou, P. R. China
2 Sierra Leone Agricultural Research Institute, Freetown, Sierra Leone
3 College of Public Administration, South China Agricultural University, Guangzhou, P. R. China
4 College of Nature Resources and Environment, South China Agricultural University, Guangzhou, P. R. China
5 Department of Agricultural Economics, Faculty of Agricultural, Fayoum University, Fayoum, Egypt

Concerns for human health and food safety are gaining momentum in emerging and developing nations as well as in food research due to the reputations that products have established over time. Understanding cross-cultural consumers’ purchasing behaviour for chicken meat (CM) could provide valuable insights into the global food sector since it is the most consumed meat worldwide. This study examines the effect of buying features (BF), culture factors, behavioural attitudes (BA), subjective norms (SN) and perceived behavioural control (BC) on CM actual purchase behaviour (APB) in China and Sierra Leone. Primary data were sourced from 588 Chinese and 410 Sierra Leonean participants. We adopt structural equation modelling (SEM) to verify the model and test the associations between the variables. The SEM results confirm that BF, BA, SN and BC stimulate customers’ intent and actual purchase of CM in both nations. The findings indicate that cultural factors (CF) significantly moderates the association between the independent constructs (BF, BA, SN and BC) and APB in Sierra Leonean markets. This study provides significant insights for chicken industry stakeholders that can help them increase CM sales along the supply chain via a marketing strategy focused on cultural and psychological factors.

Keywords: buying features; behavioural attitudes; chicken meat; cultural factors; consumer behaviour

Received: October 1, 2023; Revised: January 31, 2024; Accepted: February 20, 2024; Published: February 28, 2024  Show citation

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Kassoh FS, Jiang B, Boonkong A, Li H, Ali A, Srisukwatanachai T. Understanding the cross-cultural chicken consumers' behavior. Agric. Econ. - Czech. 2024;70(2):73-90. doi: 10.17221/331/2023-AGRICECON.
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