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Investigating consumer alienation toward broiler leading to food insecurity

Rana Muhammad Ayyub (Department of Economics and Business Management, UVAS Business School, University of Veterinary and Animal Sciences, Lahore, Pakistan)
Saira Naeem (UVAS Business School, University of Veterinary and Animal Sciences, Lahore, Pakistan)
Shehzad Ahmed (School of Business and Enterprise, University of the West of Scotland, Paisley, UK)
Chanaka Jayawardhena (Surrey Business School, University of Surrey, Guildford, UK)

British Food Journal

ISSN: 0007-070X

Article publication date: 23 December 2020

Issue publication date: 27 April 2021




The main purpose of this paper is to study the changing consumer behavior toward broiler meat and apprise its consequences toward food insecurity.


This is a sequential exploratory mixed-method study in which qualitative data were collected through semi-structured interviews (n = 38) by snowball sampling. The quantitative data were collected through a questionnaire survey (n = 975) by convenience sampling. The qualitative data were analyzed through NVivo 10 software by using thematic analysis, i.e. the qualitative content analysis (QCA). The theory of consumer alienation provides the theoretical underpinning for a quantitative study. The established scales were adopted and adapted. The quantitative data was analyzed through AMOS 24 software by using structural equation modeling (SEM).


It was found that people have many reservations regarding broiler meat. Thus, consumer alienation negatively (ß = −0.10) and the subjective norm positively (ß = 0.82) affects the intention to buy broiler meat.

Research limitations/implications

The ongoing consumer alienation toward broiler will force them to avoid using this cheapest protein and ultimately will lead to food insecurity in developing countries. It is recommended that people must be adequately educated about the real broiler business and its operations to counter their ongoing misperceptions.


It is the original empirical Research Work.



Pakistan Poultry Association (PPA) provided funding for this project.


Ayyub, R.M., Naeem, S., Ahmed, S. and Jayawardhena, C. (2021), "Investigating consumer alienation toward broiler leading to food insecurity", British Food Journal, Vol. 123 No. 5, pp. 1776-1792.



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