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Would you purchase milk from a milk ATM? : consumers' attitude as a key determinant of preference and purchase intention in Uganda

(2019) AGREKON. 58(2). p.200-215
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Abstract
Though consumer studies have received significant attention in the field of marketing management, research on consumer attitude towards food supply technologies is needed. This paper investigates the relationship between consumer attitude and preference towards the usage of a 'milk ATM' as the point of sale. Based on data obtained from 296 consumers (convenient sampling), PLS-SEM was used to analyse the proposed conceptual framework. Furthermore, multiple group analysis was conducted to test for group differences between male and female consumers. The findings reveal that whereas the consumer utilitarian and hedonic values are significantly related to preference towards milk ATM purchase intentions, the former are more strongly related to preference than hedonic values. Moreover, there are significant differences between male and female consumers regarding the effect of utilitarian consumer attitude on preference. As a response to consumption goals of trading pasteurised milk, the findings demonstrate that milk ATM consumers are motivated by numerous value dimensions. These dimensions additively contribute to preference and intentions to purchase milk from milk ATMs. This research informs the policy makers and practitioners about the potential of milk ATMs as a point of sale for milk. However, to realise this potential, it is necessary for investors to further examine the core values sought by the consumers and improve in that core value delivery.
Keywords
FOOD-SUPPLY CHAIN, SHOPPING VALUE, BEHAVIORAL INTENTION, PLANNED, BEHAVIOR, BRAND PREFERENCE, REASONED ACTION, PERCEIVED RISK, INTERNET, USAGE, ORGANIC FOOD, UTILITARIAN, consumer attitude, utilitarian value, hedonic value, preference, intention, milk ATM

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Citation

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MLA
Kataike, Joanita et al. “Would You Purchase Milk from a Milk ATM? : Consumers’ Attitude as a Key Determinant of Preference and Purchase Intention in Uganda.” AGREKON 58.2 (2019): 200–215. Print.
APA
Kataike, J., Kulaba, J., Mugenyi, A. R., De Steur, H., & Gellynck, X. (2019). Would you purchase milk from a milk ATM? : consumers’ attitude as a key determinant of preference and purchase intention in Uganda. AGREKON, 58(2), 200–215.
Chicago author-date
Kataike, Joanita, Jowel Kulaba, Andrew Ronnie Mugenyi, Hans De Steur, and Xavier Gellynck. 2019. “Would You Purchase Milk from a Milk ATM? : Consumers’ Attitude as a Key Determinant of Preference and Purchase Intention in Uganda.” Agrekon 58 (2): 200–215.
Chicago author-date (all authors)
Kataike, Joanita, Jowel Kulaba, Andrew Ronnie Mugenyi, Hans De Steur, and Xavier Gellynck. 2019. “Would You Purchase Milk from a Milk ATM? : Consumers’ Attitude as a Key Determinant of Preference and Purchase Intention in Uganda.” Agrekon 58 (2): 200–215.
Vancouver
1.
Kataike J, Kulaba J, Mugenyi AR, De Steur H, Gellynck X. Would you purchase milk from a milk ATM? : consumers’ attitude as a key determinant of preference and purchase intention in Uganda. AGREKON. 2019;58(2):200–15.
IEEE
[1]
J. Kataike, J. Kulaba, A. R. Mugenyi, H. De Steur, and X. Gellynck, “Would you purchase milk from a milk ATM? : consumers’ attitude as a key determinant of preference and purchase intention in Uganda,” AGREKON, vol. 58, no. 2, pp. 200–215, 2019.
@article{8622708,
  abstract     = {Though consumer studies have received significant attention in the field of marketing management, research on consumer attitude towards food supply technologies is needed. This paper investigates the relationship between consumer attitude and preference towards the usage of a 'milk ATM' as the point of sale. Based on data obtained from 296 consumers (convenient sampling), PLS-SEM was used to analyse the proposed conceptual framework. Furthermore, multiple group analysis was conducted to test for group differences between male and female consumers. The findings reveal that whereas the consumer utilitarian and hedonic values are significantly related to preference towards milk ATM purchase intentions, the former are more strongly related to preference than hedonic values. Moreover, there are significant differences between male and female consumers regarding the effect of utilitarian consumer attitude on preference. As a response to consumption goals of trading pasteurised milk, the findings demonstrate that milk ATM consumers are motivated by numerous value dimensions. These dimensions additively contribute to preference and intentions to purchase milk from milk ATMs. This research informs the policy makers and practitioners about the potential of milk ATMs as a point of sale for milk. However, to realise this potential, it is necessary for investors to further examine the core values sought by the consumers and improve in that core value delivery.},
  author       = {Kataike, Joanita and Kulaba, Jowel and Mugenyi, Andrew Ronnie and De Steur, Hans and Gellynck, Xavier},
  issn         = {0303-1853},
  journal      = {AGREKON},
  keywords     = {FOOD-SUPPLY CHAIN,SHOPPING VALUE,BEHAVIORAL INTENTION,PLANNED,BEHAVIOR,BRAND PREFERENCE,REASONED ACTION,PERCEIVED RISK,INTERNET,USAGE,ORGANIC FOOD,UTILITARIAN,consumer attitude,utilitarian value,hedonic value,preference,intention,milk ATM},
  language     = {eng},
  number       = {2},
  pages        = {200--215},
  title        = {Would you purchase milk from a milk ATM? : consumers' attitude as a key determinant of preference and purchase intention in Uganda},
  url          = {http://dx.doi.org/10.1080/03031853.2019.1589543},
  volume       = {58},
  year         = {2019},
}

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