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dc.contributorBudhathoki, Mausam-
dc.creatorBudhathoki, Mausam-
dc.description.abstractThis study aims to segment Nepalese consumers based on their frequency intake of animal-based foods and thereby determine determinants of organic food purchasing behaviour to suggest possible marketing strategies. A face-to-face survey was conducted among Nepalese consumers (n = 527), employing the theory of planned behaviour (TPB) as a conceptual framework extended with knowledge, environmental concern, health consciousness, and background factors (socio-demographic and lifestyle characteristics). Three segments were identified employing k-mean segmentation: All Low (n = 113), High Dairy (n = 246), and High Dairy and Meat (n = 168). A covariance-based structural equation modelling (CB-SEM) analysis indicated that perceived behavioural control was the main predictor of organic food purchasing intention, followed by attitude, subjective norms, knowledge, and environmental concern. Health consciousness showed no significant influence on organic food purchasing intention. Organic food purchasing intention had a strong positive and significant influence on organic food purchasing behaviour. Socio-demographic and lifestyle characteristics were found to influence behavioural intention indirectly by their effects on attitude, subjective norms, perceived behavioural control, knowledge, and environmental concern. Income seems to also have a direct influence on organic food purchasing behaviour. Further, the segment with a low intake of animal-based foods held positive attitudes towards organic food and higher environmental concerns. The findings can be used to inform organic food producers and targeted marketing campaigns towards promoting organic food purchasing behaviour in Nepal and similar countries.en_GB
dc.description.tableofcontentsThe file contains the dataset of consumer research conducted in three cities of Nepal: Kathmandu, Lalitpur and Bhaktapur. Theory of planned behaviour constructs and additional constructs measured in 5-point Likert Scale (Strongly Disagree to Strongly Agree) ATT: Attitudes towards organic food SN: Subjective norms PBC: Perceived behavioural control KN: Knowledge EC: Environmental concern HC: Health consciousness Socio-demographic characteristics: Age (≤ 20 years, 21 – 30, 31 – 40, 41 – 50, ≥ 51), Gender (male, female), Marital status (single, partner, married with children, others), Education (school, intermediate, bachelor, masters and above, others), Income (NPR 0 – 10,000, 10,001 – 40,000, 40,001 – 70,000, 70,001 – 100,000, ≥100,001, no statement). Intake of animal-based foods: Meat, Fish, Dairy, Egg - measured in 9-point scale. The software used was SPSS version 26.en_GB
dc.publisherUniversity of Stirling. Faculty of Natural Sciencesen_GB
dc.relationBudhathoki, M (2021): Intake of animal-based foods and consumer behaviour towards organic food: The Case from Nepal. University of Stirling. Faculty of Natural Sciences. Collection.
dc.relation.isreferencedbyBudhathoki, M. and Pandey, S. (2021) Intake of Animal-Based Foods and Consumer Behaviour towards Organic Food: The Case of Nepal. Sustainability, 13 (22), Art. No.: 12795. DOI: Available from:
dc.rightsRights covered by the standard CC-BY 4.0 licence:
dc.subject.classification::Food science and nutrition::Diet and healthen_GB
dc.titleIntake of animal-based foods and consumer behaviour towards organic food: The Case from Nepalen_GB
dc.contributor.affiliationUniversity of Stirling (Institute of Aquaculture)en_GB
Appears in Collections:University of Stirling Research Data

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