The role of consumer trust, attitude and perceived behavioral control toward purchase intention for buffalo products in a developing country

What the paper says

Purpose Buffaloes are considered a source of milk, meat and draught animals that contribute to transportation systems and agricultural outputs in various nations, including Bangladesh. Therefore, this study aims to examine consumer behavioral intentions to purchase buffalo milk and meat consumption in Bangladesh, finding demand trends, preferences, industry growth barriers and prospects. Design/methodology/approach A semi-structured questionnaire was used to survey 300 consumers from 3 areas in Bangladesh. This study applies the notion of planned behavior through a variety of statistical approaches, including confirmatory factor analysis and structural equation modeling. Findings The findings suggest that trust, attitude and perceived behavioral control all have a significant impact on consumers' behavioral intentions toward buffalo milk and meat. Furthermore, consumers have favorable attitudes toward buffalo milk and meat, moderate to strong social effects, high behavioral control, moderate confidence in product safety and retailers and moderate to high health benefits. Research limitations/implications According to this study, private enterprises should focus on consumers' favorable sentiments, social effects and socioeconomic characteristics. The study suggests that private enterprises and policymakers invest in awareness programs that emphasize product health benefits, increase product availability and boost consumer trust. Policymakers, marketers and industry stakeholders may find the article beneficial in improving food safety and security, as well as the long-term viability of the buffalo business. Originality/value This is the first empirical study in Bangladesh to use an extended theory of planned behavior paradigm, which includes trust and perceived health benefits, to analyze behavioral intentions towards buffalo milk and meat consumption.