Consumers' knowledge discrepancy and confusion in intent to purchase farmed fish
ISSN: 0007-070X
Article publication date: 4 May 2020
Issue publication date: 12 October 2020
Abstract
Purpose
The purpose of the paper is to examine the influence of consumers' perceived knowledge, knowledge discrepancy and confusion on the intention to purchase farmed fish (FF) via a survey design regarding perceptions, buying and consumption practices of urban households in Chittagong, Bangladesh.
Design/methodology/approach
The samples of 498 households were selected from a stratified cluster from the Chittagong city and were interviewed using a structured questionnaire. The data have been analysed using exploratory factor analysis and structural equation modelling.
Findings
The results show that consumers' subjective knowledge (SK) is significant for purchase intention whereas objective knowledge (OK) is not. Again, consumers' SK, OK, knowledge discrepancy and confusion have no influence in forming consumers' attitude towards FF. However, consumers who overestimate their actual level of knowledge hold negative attitude towards FF and vice versa. Furthermore, consumers' OK affects their confusion inversely although it does not influence the purchase intention significantly.
Practical implications
If the marketers can frame a more engaging means of communication and knowledge enhancement plan, consumers' attitude and purchase intention regarding FF will be signified.
Originality/value
This is the first study that fundamentally contributes to the scientific research in that it measures the knowledge discrepancy of consumers regarding FF. In addition, this study substantiates that low objective knowledge leads to confusing consumers at the time of purchasing. The effect of overestimating the level of knowledge as well as underestimating the level of knowledge in explaining the purchase intention of FF would be a supplementary addition.
Keywords
Acknowledgements
Funding: This work has not received any external funding.Conflicts of interest: The authors declare no conflict of interest.
Citation
Hoque, M.Z. and Alam, M.N. (2020), "Consumers' knowledge discrepancy and confusion in intent to purchase farmed fish", British Food Journal, Vol. 122 No. 11, pp. 3567-3583. https://doi.org/10.1108/BFJ-01-2019-0021
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited