Sustainable meat consumption intentions: conceptualisation, scale development and validation
ISSN: 0007-070X
Article publication date: 4 October 2021
Issue publication date: 21 March 2022
Abstract
Purpose
This study aims to propose and validate a new, comprehensive scale of sustainable meat consumption intentions (SMCI) from the Pakistani consumers' perspective.
Design/methodology/approach
The SMCI scale was developed in four phases, following a mixed-methods approach. Phase 1 generated a pool of items through an extensive literature review and seven focus groups. Phase 2 established the face and content validity of the items. Phase 3 resulted in scale purification in Study 1 (n = 222), followed by Study 2, using exploratory factor analysis (n = 412) to derive an initial factor structure, along with reliability assessment and confirmatory factor analysis (n = 310) to test the theoretical structure. Phase 4 validated the results (n = 355).
Findings
The results from the three studies yielded a ten-item, three-dimensional SMCI scale: “meat detachment”, “meat curtailment” and “organic meat purchase”.
Originality/value
No study at present fully measures the aspects of sustainable meat consumption in Muslim market segments and emerging economies. The formation of the SMCI scale is an important academic contribution that identifies three facets of consumers' SMCI.
Keywords
Acknowledgements
The authors would like to sincerely thanks Assistant Professor Hina Ismail for her assistance at data collection phases. Also, our sincere gratitude must go to the anonymous reviewers for their helpful comments and valuable feedback to improve the paper.
Citation
Zahra, S., McCarthy, B. and Chaiechi, T. (2022), "Sustainable meat consumption intentions: conceptualisation, scale development and validation", British Food Journal, Vol. 124 No. 5, pp. 1659-1679. https://doi.org/10.1108/BFJ-02-2021-0113
Publisher
:Emerald Publishing Limited
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