Sustainable meat consumption intentions: conceptualisation, scale development and validation

What is it about?

Meat production and consumption are significant contributors to greenhouse gas emissions (GHG) and environmental deterioration worldwide. Addressing global meat consumption threats require knowledge of consumer intentions related to meat curtailment and organic meat purchase. Current research filled the gap and develop a scale to identify consumer intentions related to meat reduction from diet or purchase more quality organic meat in an emerging economy context, where sustainable meat consumption area under- researched. This research is useful for marketing managers to make new strategies.

Featured Image