IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2022i1p457-d1016871.html
   My bibliography  Save this article

A Comparative Study of High-Quality Broiler Purchase Behavior between Chinese and Sierra Leonean Consumers: The Moderating Role of Uncertainty Avoidance

Author

Listed:
  • Baichen Jiang

    (College of Economics and Management, South China Agricultural University, Guangzhou 510642, China
    These authors contributed equally to this work.)

  • Fallah Samuel Kassoh

    (College of Economics and Management, South China Agricultural University, Guangzhou 510642, China
    Sierra Leone Agricultural Research Institution, P. M. B. 1313, Tower Hill, Freetown 47235, Sierra Leone
    These authors contributed equally to this work.)

Abstract

This research aims to analyze the effects of perceived environmental responsibility (PER), environmental knowledge (EK), new ecological paradigm (NEP), and environmental collective efficacy (ECE) on the high-quality broiler purchase intention of China and Sierra Leone. Despite prior studies that have investigated the relationship between Hofstede’s cultural dimensions’ impacts on high-quality food (e.g., organic and green) purchase behavior, research on the moderating effect of uncertainty avoidance (UA) on the formulation of high-quality food purchase intention is rarely found. Based on this, a study was conducted via administrating an online structured questionnaire to 588 Chinese consumers and 410 Sierra Leoneans. The validity and reliability of the new conceptual model were examined through a confirmatory factor analysis, while structural equation modelling (SEM) was employed for the data analysis, and to test the hypothesized relationships among the variables. The results revealed that PER, EK, NEP, and ECE directly influence consumers’ purchase intention (PI) and actual purchase behavior (APB) for high-quality broilers in China and Sierra Leone. However, the results from Chinese consumers show that UA has a direct impact on high-quality purchase intention and actual purchase behavior, but was not found to have a moderate impact between the antecedents and purchase intention as well as actual purchase behavior, while UA positively moderates the relationship between PER, EK, ECE, and GPI, as well as between PI and APB in Sierra Leone markets. Therefore, the study concluded that enterprises in African markets, particularly Sierra Leone, can segment their customers and target them with persuasive positioning approaches by taking the cultural element (uncertainty avoidance) into account. This study enhances the methodology for learning about the preferences and behavioral patterns of cross-cultural consumers.

Suggested Citation

  • Baichen Jiang & Fallah Samuel Kassoh, 2022. "A Comparative Study of High-Quality Broiler Purchase Behavior between Chinese and Sierra Leonean Consumers: The Moderating Role of Uncertainty Avoidance," Sustainability, MDPI, vol. 15(1), pages 1-25, December.
    • Handle: RePEc:gam:jsusta:v:15:y:2022:i:1:p:457-:d:1016871
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/1/457/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/1/457/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Marian Siminicã & Marioara Avram & Luminita Popescu & Roxana Loredana Avram, 2020. "The Adoption of National Green Procurement Plans from the Perspective of Circular Economy," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 22(53), pages 1-15, February.
    2. Guang-Wen Zheng & Abu Bakkar Siddik & Mohammad Masukujjaman & Syed Shah Alam & Alvina Akter, 2020. "Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude," Sustainability, MDPI, vol. 13(1), pages 1-27, December.
    3. Duong Cong Doanh & Katarzyna Gadomska-Lila & Le Thi Loan, 2021. "Antecedents of green purchase intention: a cross-cultural empirical evidence from Vietnam and Poland," Oeconomia Copernicana, Institute of Economic Research, vol. 12(4), pages 935-971, December.
    4. Dong, Xuemei & Jiang, Baichen & Zeng, Hui & Kassoh, Fallah Samuel, 2022. "Impact of trust and knowledge in the food chain on motivation-behavior gap in green consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    5. Saddam A. Hazaea & Ebrahim Mohammed Al-Matari & Khaled Zedan & Saleh F. A. Khatib & Jinyu Zhu & Hamzeh Al Amosh, 2022. "Green Purchasing: Past, Present and Future," Sustainability, MDPI, vol. 14(9), pages 1-28, April.
    6. Zhongfu Tan & Burhan Sadiq & Tayyeba Bashir & Hassan Mahmood & Yasir Rasool, 2022. "Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust," Sustainability, MDPI, vol. 14(10), pages 1-15, May.
    7. Xicheng Yin & Hongwei Wang & Qiangwei Xia & Qican Gu, 2019. "How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective," Sustainability, MDPI, vol. 11(8), pages 1-18, April.
    8. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    9. Farman Afzal & Yunfei Shao & Muhammad Sajid & Fahim Afzal, 2019. "Market Sustainability: A Globalization and Consumer Culture Perspective in the Chinese Retail Market," Sustainability, MDPI, vol. 11(3), pages 1-24, January.
    10. Polonsky, Michael Jay, 2011. "Transformative green marketing: Impediments and opportunities," Journal of Business Research, Elsevier, vol. 64(12), pages 1311-1319.
    11. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    12. Xiaowei Wen & Sangluo Sun & Lin Li & Qinying He & Fu-Sheng Tsai, 2019. "Avian Influenza—Factors Affecting Consumers’ Purchase Intentions toward Poultry Products," IJERPH, MDPI, vol. 16(21), pages 1-13, October.
    13. Francesca Pratesi & Lala Hu & Riccardo Rialti & Lamberto Zollo & Monica Faraoni, 2021. "Cultural dimensions in online purchase behavior: Evidence from a cross-cultural study," Italian Journal of Marketing, Springer, vol. 2021(3), pages 227-247, September.
    14. Ellen, Pam Scholder, 1994. "Do we know what we need to know? Objective and subjective knowledge effects on pro-ecological behaviors," Journal of Business Research, Elsevier, vol. 30(1), pages 43-52, May.
    15. Sreen, Naman & Purbey, Shankar & Sadarangani, Pradip, 2018. "Impact of culture, behavior and gender on green purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 177-189.
    16. Janneke De Jonge & Hans Van Trijp & Reint Jan Renes & Lynn J. Frewer, 2010. "Consumer Confidence in the Safety of Food and Newspaper Coverage of Food Safety Issues: A Longitudinal Perspective," Risk Analysis, John Wiley & Sons, vol. 30(1), pages 125-142, January.
    17. Min-Kyu Kwak & JeungSun Lee & Seong-Soo Cha, 2021. "Senior Consumer Motivations and Perceived Value of Robot Service Restaurants in Korea," Sustainability, MDPI, vol. 13(5), pages 1-15, March.
    18. Zeng, Hui & Hao, Liaogang, 2016. "Cross-cultural examination of the effects of promotional framing on consumers’ responses: A comparison of China and Pakistan," International Business Review, Elsevier, vol. 25(5), pages 1020-1029.
    19. Smith, Samantha & Paladino, Angela, 2010. "Eating clean and green? Investigating consumer motivations towards the purchase of organic food," Australasian marketing journal, Elsevier, vol. 18(2), pages 93-104.
    20. Xie Ling & Muhammad Faisal Shahzad & Zia ul Abrar & Jamshid Khan Khattak, 2021. "Determinants of the Intention to Purchase Branded Meat: Mediation of Brand Trust," SAGE Open, , vol. 11(3), pages 21582440211, July.
    21. Hoang Viet Nguyen & Ninh Nguyen & Bach Khoa Nguyen & Steven Greenland, 2021. "Sustainable Food Consumption: Investigating Organic Meat Purchase Intention by Vietnamese Consumers," Sustainability, MDPI, vol. 13(2), pages 1-15, January.
    22. Francesca Pratesi & Lala Hu & Riccardo Rialti & Lamberto Zollo & Monica Faraoni, 2021. "Correction to: Cultural dimensions in online purchase behavior: evidence from a cross-cultural study," Italian Journal of Marketing, Springer, vol. 2021(3), pages 295-295, September.
    23. You Kyung Lee, 2017. "A Comparative Study of Green Purchase Intention between Korean and Chinese Consumers: The Moderating Role of Collectivism," Sustainability, MDPI, vol. 9(10), pages 1-17, October.
    24. Catarina Roseira & Sandrina Teixeira & Belem Barbosa & Rita Macedo, 2022. "How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    25. Saeed Siyal & Munawar Javed Ahmed & Riaz Ahmad & Bushra Shahzad Khan & Chunlin Xin, 2021. "Factors Influencing Green Purchase Intention: Moderating Role of Green Brand Knowledge," IJERPH, MDPI, vol. 18(20), pages 1-22, October.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Fallah Samuel Kassoh & Baichen Jiang & Achara Boonkong & Hui Li & Abdelrahman Ali & Tanapon Srisukwatanachai, 2024. "Understanding the cross-cultural chicken consumers' behavior," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 70(2), pages 73-90.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Fallah Samuel Kassoh & Baichen Jiang & Achara Boonkong & Hui Li & Abdelrahman Ali & Tanapon Srisukwatanachai, 2024. "Understanding the cross-cultural chicken consumers' behavior," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 70(2), pages 73-90.
    2. Guang-Wen Zheng & Abu Bakkar Siddik & Mohammad Masukujjaman & Syed Shah Alam & Alvina Akter, 2020. "Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude," Sustainability, MDPI, vol. 13(1), pages 1-27, December.
    3. Shimiao Li & Nor Siah Jaharuddin, 2020. "Identifying the key purchase factors for organic food among Chinese consumers," Frontiers of Business Research in China, Springer, vol. 14(1), pages 1-23, December.
    4. Jana Hojnik & Mitja Ruzzier & Tatiana S. Manolova, 2020. "Sustainable development: Predictors of green consumerism in Slovenia," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1695-1708, July.
    5. Hsiao-Ping Chang & Chun-Chieh Ma & Han-Shen Chen, 2019. "Climate Change and Consumer’s Attitude toward Insect Food," IJERPH, MDPI, vol. 16(9), pages 1-17, May.
    6. Zaremohzzabieh, Zeinab & Ismail, Normala & Ahrari, Seyedali & Abu Samah, Asnarulkhadi, 2021. "The effects of consumer attitude on green purchase intention: A meta-analytic path analysis," Journal of Business Research, Elsevier, vol. 132(C), pages 732-743.
    7. Catarina Roseira & Sandrina Teixeira & Belem Barbosa & Rita Macedo, 2022. "How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    8. Xiaoyun Zhang & Feng Dong, 2020. "Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review," IJERPH, MDPI, vol. 17(18), pages 1-25, September.
    9. Emel Yarimoglu & Tugrul Gunay, 2020. "The extended theory of planned behavior in Turkish customers' intentions to visit green hotels," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 1097-1108, March.
    10. Francesco Testa & Gaia Pretner & Roberta Iovino & Guia Bianchi & Sara Tessitore & Fabio Iraldo, 2021. "Drivers to green consumption: a systematic review," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(4), pages 4826-4880, April.
    11. Kumar, Anil & Prakash, Gyan & Kumar, Gaurav, 2021. "Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    12. Vu Ngoc Xuan & Le Thi Loan & Nguyen Minh Hoa & Nguyen Thi Dao, 2023. "Using a Unified Model of TPB, NAM, and SOBC to Investigate the Energy-Saving Behaviour of Urban Residents in Vietnam: Moderation Role of Cultural Values," Sustainability, MDPI, vol. 15(3), pages 1-20, January.
    13. Mosa Aseri & Zaid Ahmad Ansari, 2023. "Purchase Behaviour of Green Footwear in Saudi Arabia Using Theory of Planned Behaviour," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    14. Jianying Xiao & Qian Wang & Jinjin Dai & Bin Yang & Long Li, 2023. "Urban Residents’ Green Agro-Food Consumption: Perceived Risk, Decision Behaviors, and Policy Implications in China," Sustainability, MDPI, vol. 15(13), pages 1-17, July.
    15. Van Tonder, E. & Fullerton, S. & De Beer, L.T. & Saunders, S.G., 2023. "Social and personal factors influencing green customer citizenship behaviours: The role of subjective norm, internal values and attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    16. Hongfan Zhang & Qurat Ul Ainn & Iram Bashir & Junaid Ul Haq & Mark A. Bonn, 2022. "Does Greenwashing Influence the Green Product Experience in Emerging Hospitality Markets Post-COVID-19?," Sustainability, MDPI, vol. 14(19), pages 1-16, September.
    17. Nishant Kumar & Divya Mohan, 2021. "Sustainable apparel purchase intention: collectivist cultural orientation and price sensitivity in extended TPB model," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 20(2), pages 149-161, April.
    18. Haj-Salem, Narjes & Ishaq, Muhammad Ishtiaq & Raza, Ali, 2022. "How anticipated pride and guilt influence green consumption in the Middle East: The moderating role of environmental consciousness," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    19. Leonidou, Leonidas C. & Eteokleous, Pantelitsa P. & Christofi, Anna-Maria & Korfiatis, Nikolaos, 2022. "Drivers, outcomes, and moderators of consumer intention to buy organic goods: Meta-analysis, implications, and future agenda," Journal of Business Research, Elsevier, vol. 151(C), pages 339-354.
    20. Zohra Ghali-Zinoubi, 2022. "Examining Drivers of Environmentally Conscious Consumer Behavior: Theory of Planned Behavior Extended with Cultural Factors," Sustainability, MDPI, vol. 14(13), pages 1-17, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2022:i:1:p:457-:d:1016871. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.