ROLE OF ENVIRONMENTAL SUSTAINABILITY IN SHAPING CONSUMER PERCEPTION OF POULTRY INDUSTRY
DOI:
https://doi.org/10.55197/qjssh.v7i2.1133Keywords:
environmental sustainability, consumer perception, poultry industry, environmental impact, climate change adaptationAbstract
This research study examines the role of environmental sustainability in shaping consumer perception of the poultry industry in Pahang, Malaysia. As the industry expands, exploring how environmental sustainability determinants, including environmental impact, resource efficiency as well as climate change adaptation affect public attitudes becomes essential to support industry growth. Using a quantitative approach, the data were gathered from 411 respondents and analysed using SmartPLS to analyse the relationships between determinants and consumer perception. The research findings show that environmental impact as well as climate change adaptation is the primary determinants of consumer perception, whereas resource efficiency has a negligible direct effect. The structural model shows 85.5% of the variance in perception, meaning that consumers emphasise environmental responsibility and proactive adaptation measures. The research findings suggest that clear communication on adaptation strategies and environmental-related actions is essential to consumer acceptance of poultry producers while improving efficiency alone may not change consumer attitude.
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