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

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.

Unveiling the Black Box of Influencer Marketing: The moderating role of Parasocial interaction and persuasion knowledge

“…De Pelsmacker, Driesen, and Rayp (2005) found that persuasive knowledge affected the connection between customer perceived quality and buy intention for several consumer products. Customers with high persuasion expertise were less likely to prefer high-quality products when they saw the advertising message as manipulative or dishonest (Jiang & Kassoh, 2022).…”

Pengaruh Environmental Knowledge, Brand Image, Product Quality, Price Fairness Terhadap Purchase Intention

“…Pengetahuan lingkungan, yaitu pemahaman konsumen tentang isu-isu lingkungan (Jiang & Kassoh, 2023), memiliki dampak signifikan terhadap purchase intention produk ramah lingkungan (Kim & Lee, 2023), memicu peningkatan niat pembelian konsumen yang peduli terhadap lingkungan. Konsumen dengan pengetahuan lingkungan yang baik cenderung memiliki purchase intention tinggi untuk berkontribusi pada pelestarian lingkungan.…”

Understanding the cross-cultural chicken consumers' behavior

“…Interestingly, numerous updated studies focused on purchase intention (PI) have explored the factors that influence CB towards quality meat such as country of origin (Asante-Addo and Weible 2020), environmental factors (Jiang and Kassoh 2022) and psychological factors (Kantor and Kantor 2021;Kung et al 2021;Ling et al 2021;Quevedo-Silva and Pereira 2022;Li et al 2023). However, studies that examined the impact of psychological factors and BF on consumer purchase behaviour for CM are at a rudimentary stage and have largely focused on developed nations (Carfora et al 2019;Ogorevc et al 2020;Escobedo del Bosque et al 2021;Roseira et al 2022).…”

“…However, studies that examined the impact of psychological factors and BF on consumer purchase behaviour for CM are at a rudimentary stage and have largely focused on developed nations (Carfora et al 2019;Ogorevc et al 2020;Escobedo del Bosque et al 2021;Roseira et al 2022). In addition, few studies have examined meat purchase behaviour (de Araújo et al 2022;Jiang and Kassoh 2022), leading to repeated recommendations for additional research to include actual purchase behaviour (APB) in a cross-cultural context (Roseira et al 2022). Therefore, there is a quest to produce more research on the differences among consumers and the factors influencing their APB for chicken meat in two different nations.…”

“…Furthermore, many studies have suggested expanding the research beyond developed nations (Iguisi 2018;Liu et al 2020). Studies have also suggested that cultural factors, particularly uncertainty avoidance (UA), might have a strong positive effect on customers' PI for CM (Jiang and Kassoh 2022), advocating the need for more cross-country research between emerging and developing nations.…”