Zaimi, Fatin Athirah (2023) The relationship between consumers’ knowledge, attitudes, and purchasing behavior towards village chicken eggs in Selangor. [Project Paper] (Submitted)
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Abstract
Consumers nowadays demand high-quality food products that can satisfy their dietary needs. Village chicken egg is regarded as valuable and priced more highly in the market since it is known to have higher nutritional content and originates from chickens reared in a natural environment. However, the village chicken egg purchased by consumers may not be the same as what the label claims as there is a potential for fraud or mislabelling. As a result, consumers are most violated, as they may experience financial loss and lose their faith in the product. This study aimed to (i) assess the level of knowledge, attitude, and practice (KAP) towards purchasing behaviour of village chicken eggs and (ii) identify the relationship between consumers’ knowledge, attitude, and purchasing behaviour of village chicken eggs. A total of 205 respondents participated in a cross-sectional study. The collected data using a self-administered questionnaire was analyzed descriptively, and correlation and associations were determined using the Spearman's correlation, and logistic regression. The majority of respondents were female (69.3%), between the ages of 18 - 25 years old (45.4%), Malay (84.9%), had tertiary education (85.9%), unmarried (62.4%), household size of 3 - 5 people (57.6%) with a household income of < RM4,850 per month (37.6%) and mostly among students (37.1%). In this study, the respondents had good knowledge and attitude scores but poor practice scores with the mean scores for knowledge, attitude, and behaviour being 4.18, 4.27, and 8.05, respectively. Overall, the study found a significant relationship between knowledge and attitude (p < 0.05) but no significant relationship between attitude and practice. For the logistic regression, there is an assessment of the effect of knowledge score, gender, and marital status on the likelihood of having a positive attitude. The overall model was statistically significant when compared to the null model, (x2 (4) = 14.060, p < 0.05), explained 9.1% of the variation of attitude score (Nagelkerke R2), and correctly predicted 67.8% of cases. In conclusion, respondents showed a good level of knowledge and attitude but a poor level of practice on price, labeling, nutrition, ethical issues of authentication, quality of village chicken egg, and purchasing behaviour.
| Item Type: | Project Paper |
|---|---|
| Faculty: | Faculty of Veterinary Medicine |
| Depositing User: | Ms. Nordeena Abdul Aziz |
| Date Deposited: | 30 Sep 2024 07:37 |
| Last Modified: | 30 Sep 2024 07:37 |
| URI: | http://psaspb.upm.edu.my/id/eprint/2082 |
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