Abstract:
This paper aims to investigate how consumer’s intention to buy branded meat in Pakistan is being developed using Theory of Planned Behavior (TPB). Furthermore, the study has used additional constructs (health consciousness, brand trust) within the theory of planned behavior. Responses were collected from 400 consumers using convenience sampling approach. The data was then analyzed through Structural Equation Modeling and SPSS to see the strength between the constructs. The findings reported health consciousness significantly influences the attitude towards branded meat but doesn’t influence purchase intention. Mediation tests revealed that brand trust has significant impact on attitude towards branded meat but has no significant impact on subjective norms and behavioral control. This study however supported inclusion of new constructs into theory of planned behavior to create a new framework to understand determinants of branded meat purchase intention.
