Do meat anti-consumption opinions influence consumers' wellbeing?–The moderating role of religiosity

Frontiers in Psychology

article

Ling Xie¹  Muhammad Faisal Shahzad²  Abdul Waheed²  Qurat ul Ain³  Zunair Saleem⁴  Mehwish Asghar Ali⁵ 

[1] School of Medical Information Engineering, Zunyi Medical University;Department of Marketing, Dr. Hasan Murad School of Management, University of Management and Technology;Department of Finance, School of Economics, Zhejiang University;International Business School, Shanxi Normal University;Putra Business School, University Putra Malaysia

关键词: Consumer social responsibility;    Meat;    Anti-consumption;    Consumer health well being;    Religiosity;   

DOI  :  10.3389/fpsyg.2022.957970

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

The study aimed to determine the role of personal factors, consumer social responsibility, and sensitivity to social marketing among meat anti-consumers. The study constructs and tests a model of anti-consumption, using a sample of (n=597) collected from a cluster of young consumers using a survey questionnaire. SEM using AMOS model 1 followed by the Johnson-Neyman technique testing moderation was used Results specify religiosity as the moderating driver of anti-consumption of meat among young consumers in Pakistan. Consumer social responsibility is a strong antecedent, while social marketing is significantly documented for sustainability motives. Consumers report the personal health and environmental domain as an encouraging element for meat anti-consumption. The study uncovers social marketing motivations for anti-consumption and, in so doing, guides marketers and policymakers in their targeting and planning. The study is the first to establish the moderating role of religious motivations and meat anti-consumption behavior among Muslim consumers to achieve healthy well-being.

【 授权许可】

CC BY