Influences on Consumer Behaviour Regarding the Purchase Intention of Poultry Products

Abstract

Objective: The objective of this study is to identify factors influencing effective purchasing behaviours in the context of poultry products. Theoretical Framework: The investigation into agricultural product purchases remains a relatively under-researched area within academic literature, particularly concerning detailed analyses of consumer behaviour. This study responds to the theoretical need raised by Pang et al. (2021) to apply their research methodology to different contexts. Method: The methodology adopted for this research was an online survey with a sample of 358 individuals in Colombia. The data analysis was carried out using Structural Equations Modelling with structures in variance. Results and Discussion: The results obtained revealed that aspects such as Trust, Corporate ability, Brand positioning, Consumer cognition and Health consciousness are crucial for consumers of these products. Research Implications: The practical and theoretical implications of this research are discussed indicate that aspects such as Trust, Corporate ability, Brand positioning, Consumer cognition and Health consciousness are crucial for consumers of these products. These factors are considered critical for consumers engaged in purchasing these types of products and provide substantive insights for the broader market of primary consumer goods. Originality/Value: The findings contribute to the scarce literature on consumer behaviour in agricultural product purchasing, offering a nuanced understanding of the determinants that drive consumer choices in this sector.