Understanding the Relationship Between Perceived Quality Cues and Quality Attributes in the Purchase of Meat in Malaysia |
| |
Authors: | Norshamliza Chamhuri Peter J Batt |
| |
Institution: | 1. National University of Malaysia , Bangi , Malaysia norshamliza@gmail.com;3. Curtin University , Perth , Australia |
| |
Abstract: | This study utilizes the Total Food Quality Model to gain a better understanding of how Malaysian consumers make their decision to purchase fresh/chilled meat. We examine the association between quality cues and desired values (quality attributes) with regard to food that is guaranteed Halal, safe to eat, healthy and nutritious, has a good taste, represents good value for money, and is produced in a way that protects the environment and worker welfare. The findings reveal that different quality cues assume different levels of importance when pursuing different desired values. |
| |
Keywords: | fresh meat Malaysia perceived quality quality attributes quality cues |
|
|