Exploring Sustainable Meat Consumption Intentions in a Pakistani Collectivist Culture: Utilising the Theory of Planned Behaviour

Abstract

Increased globalisation, urbanisation, and a growing middle class in developing countries significantly impact food sustainability, especially within the livestock industry. The way meat is produced, processed, transported and consumed has an immense effect on environmental sustainability. From an environmental perspective, it is vital to understand better how consumers can be motivated to restrict meat consumption, particularly in non-Western countries where this area is less explored. The current study proposes a model for an emerging economy, Pakistan, where meat consumption has increased rapidly. The empirical study employed the Theory of Planned Behaviour, integrating pro-environmental attitude, perceived behaviour control and collectivist culture, to investigate sustainable meat consumption intentions (SMCI) grounded in a specific context. Data were collected from 300 meat consumers and analysed through a two-step structural equation modelling (SEM) approach, i.e. measurement and structural models. Results reported that perceived behaviour control and collectivistic culture positively influence SMCI, and the model is partially mediated through pro-environmental attitude. The study findings can help managers and policymakers to understand consumer intentions and develop actionable strategies.

Appendix 1: Research Survey

1.1 Response Scale

1.2 Theoretical Constructs

Perceived behaviour control
1	I am confident that if I want, I can buy organic meat.	1	2	3	4	5	6	7
2	To buy or not to buy organic meat is entirely up to me.	1	2	3	4	5	6	7
3	It’s inconvenient to purchase organic meat, although I have the purchase intention	1	2	3	4	5	6	7
4	I understand the environmental phrases and symbols on the product package.	1	2	3	4	5	6	7
5	I am very knowledgeable about environmental and social issues.	1	2	3	4	5	6	7
6	I know how to select products and packages that reduce the amount of waste ending up in landfills	1	2	3	4	5	6	7
Attitude
7	Buying organic meat is a good idea.	1	2	3	4	5	6	7
8	Buying organic meat is a wise choice.	1	2	3	4	5	6	7
9	I like the idea of buying organic meat.	1	2	3	4	5	6	7
10	Buying organic meat would be pleasant.	1	2	3	4	5	6	7
Collectivist culture
11	Individuals should sacrifice self-interest for the group	1	2	3	4	5	6	7
12	Individuals should stick with the group even through difficulties	1	2	3	4	5	6	7
13	Group welfare is more important than individual reward	1	2	3	4	5	6	7
14	Group success is more important than individual success	1	2	3	4	5	6	7
15	Individuals should only pursue their goals after considering the welfare of the group	1	2	3	4	5	6	7
16	Group loyalty should be encouraged even if individual goals suffer	1	2	3	4	5	6	7
Sustainable meat consumption intentions
Meat attachment intention
17	My meal is incomplete without meat	1	2	3	4	5	6	7
18	I am attracted to more meat dishes.	1	2	3	4	5	6	7
19	I can’t reduce meat from my diet.	1	2	3	4	5	6	7
Meat curtailment intention
20	By eating meat, I engage with industry responsible for significant environmental damage	1	2	3	4	5	6	7
21	I know my meat consumption habit harms the environment.	1	2	3	4	5	6	7
22	I feel motivated when I see that other people also reduce meat from their diet.	1	2	3	4	5	6	7
Organic meat purchase intention
23	I prefer to buy organic meat due to my health concerns.	1	2	3	4	5	6	7
24	I know if I buy organic meat, it is a step towards sustainability.	1	2	3	4	5	6	7
25	I would like to pay more for organic meat for a quality of life.	1	2	3	4	5	6	7
26	If I have a choice, I prefer to buy organic meat.	1	2	3	4	5	6	7