The Moderating Role of Individualism/Collectivism and Materialism: An Application of the Theory of Planned Behavior (TPB) in Halal Food Purchasing

IF 3.6 Q2 BUSINESS

Journal of Food Products Marketing Pub Date : 2020-11-11 DOI:10.1080/10454446.2020.1846148

Afzaal Ali, Mehkar Sherwani, Adnan Ali, Zeeshan Ali, Shahid Sherwani

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引用次数: 22

Abstract

ABSTRACT The purpose of this paper is to investigate the determinants of halal meat consumption within Chinese and German Muslims population using the Theory of Planned Behavior as a conceptual framework. The role of the cultural dimension of individualism/collectivism and materialism is explored. A quantitative research methodology using an online questionnaire survey was used. Data were collected from 650 consumers mainly originating from Turkey and currently living in China and Germany. A positive personal attitude toward the consumption of halal meat, motivation to comply with others, the perceived control over consuming halal meat, and the availability of halal meat predicts the intention to eat halal meat among Muslims’ consumers. This article extends the rare literature analyzing Chinese and German consumers’ inclination to buy halal food. It also extends the understanding of the role of individualism/collectivism and materialism as moderators of antecedents of consumers’ purchasing intentions for halal meat.

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个人主义/集体主义与物质主义的调节作用:计划行为理论在清真食品购买中的应用

摘要:本文的目的是利用计划行为理论作为概念框架，研究中国和德国穆斯林人口中清真肉类消费的决定因素。探讨了个人主义/集体主义和唯物主义的文化维度的作用。采用在线问卷调查的定量研究方法。数据收集自650名消费者，主要来自土耳其，目前居住在中国和德国。对清真肉类消费的积极个人态度，遵从他人的动机，对消费清真肉类的感知控制，以及清真肉类的可获得性预测了穆斯林消费者食用清真肉类的意图。本文扩展了罕见的文献分析中国和德国消费者购买清真食品的倾向。它还扩展了对个人主义/集体主义和唯物主义作为消费者购买清真肉类意向前因的调节者的作用的理解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Food Products Marketing BUSINESS-

CiteScore

5.70

自引率

6.90%

发文量

期刊介绍： From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.