Investigating consumer alienation towards broiler leading to food insecurity

Rana Muhammad Ayyub*, Saira Naeem, Shehzad Ahmed, Chanaka Jayawardhena

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)
36 Downloads (Pure)


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

Design/methodology/approach – This is a sequential exploratory mixed-method study in which qualitative data were collected through semi-structured interviews (n 5 38) by snowball sampling. The quantitative data were collected through a questionnaire survey (n 5 975) 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).

Findings – It was found that people have many reservations regarding broiler meat. Thus, consumer alienation negatively ( ß 5 0.10) and the subjective norm positively ( ß 5 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.

Originality/value – It is the original empirical Research Work.
Original languageEnglish
Pages (from-to)1776-1792
Number of pages17
JournalBritish Food Journal
Issue number5
Early online date23 Dec 2020
Publication statusPublished - 27 Apr 2021


  • consumer alienation
  • misperceptions
  • subjective norms
  • broiler
  • food insecurity
  • cheap protein


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