Economic sustainability as a predictor of consumer purchasing behaviour for poultry in Terengganu, Malaysia

Abstract

This paper investigates how economic sustainability, framed as a formative second order construct composed of Economic Viability, Supply Chain Resilience and Technological Integration, affects consumer purchasing behaviour in Terengganu, Malaysia. The study aims to address the gap in literature by integrating Economic Viability, Supply Chain Resilience and Technological Integration determinants on consumer purchasing behaviour, while assessing their relative contributions to economic sustainability construct and evaluating its predictive power. The study implements a cross-sectional survey and Partial Least Squares Structural Equation Modelling approach with 354 respondents. Results show that Technological Integration has the largest formative weight to economic sustainability. The composite economic sustainability strongly predicts purchasing behaviour with 61.8 percent of the variance. The findings suggest that visible technological investments and strengthening the supply chain resiliency will further increase the purchasing behaviour and therefore, increase the demand for poultry products.