Predicting chicken-meat purchasing behaviour in traditional and modern markets in West Java, Indonesia

Abstract

Abstract Food safety has become a critical problem regarding chicken meat for the Indonesian authorities since severe outbreaks of Avian Influenza. The food safety issue is associated with the market channels where the chicken meat is sold. In Indonesia, the majority of people buy their chicken meat in the traditional market which has inadequate food safety controls. Therefore, understanding the consumers’ behaviour of market choice is a good approach to know chicken-meat consumers’ intention in modern markets in the future. The study focuses more on the social-psychological and socio-demographic factors that influence the intention of consumers in West Java, Indonesia using the theory of planned behaviour (TPB). The results show that consumers in modern markets had a higher level of education, income, amount of consumption, and purchasing frequency than in traditional markets. The subjective norms were the most influential factor to the intention of buying chicken meat in modern markets, followed by the perceived behavioural control (having enough money and the convenience), and attitude. None of the socio-demographic factors were significant. The findings can be used for making the right strategy such as advertising and campaign to encourage society to buy chicken meat in modern markets.