Published on July 2023 | Consumer Behaviour
Consumer behavioural study is an important deter-minant factor in food marketing for the value chain of agri-business and poultry production development strategies. The aims of this study were to determine the consumer purchas-ing behavioural intention of chicken meat within the applica-tion of planned behavioural control toward the food purchas-ing framework developed by Ajzen (2015). This study was carried out in Sulaymaniyah city, Kurdistan Region of Iraq (KRI). The data were collected via a structured questionnaire form indicating the respondents’ choice and decision-making process while purchasing chicken meat and the reasons be-hind its consumption based on a 5-point Likert Scale. The major questions were focused on purchasing places and pre-ferred chicken meat types and cuts and consumption and pur-chasing frequency, as well as determining the effectors for the purchasing decision of the respondents and the TPB’s three constructs: attitude (ATT), subjective norm (SN) and perceived behavioural control (PBC) that form a behavioural intention (BI). The findings from this study showed a posi-tive consumer attitude and perceived behavioural control (p-value = 0.000, β = 0.469; p-value = 0.000, β = 0.704, re-spectively) towards chicken meat purchase and consumption in Sulaymaniyah city. However, the subjective norms had negative significant influences (p-value = 0.000, β = –0.261) compared to ATT and PBC of consumers in purchasing and consuming chicken meat. It was also found that 89.4% of the respondents consume chicken at home once a week or more. This study renders valuable guidance for further devel-opment in the agribusiness sector and marketing strategies in the KRI.