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VALIDATING A MEASURE FOR ALTRUISTIC SELF TOWARDS THE RESPONSIBLE PLATE FOOD CONSUMPTION: A MIX METHOD APPROACH

This study intends to establish the measurement model for altruistic self-concept for plate food consumption in social marketing. The findings from earlier studies do not really suit the altruistic self-concept scale, especially in the context of socially responsible plate food consumption. Hence, t...

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Main Authors: Rasool, Shahid, Mohammad Abdu Shakur, Mahani, Mughal, Yasir Hayat, Awang, Zainudin
Format: E-Article
Language:English
Published: International Journal of Business and Society 2019
Subjects:
HB Economic Theory
Online Access:http://ir.unimas.my/id/eprint/29910/1/VALIDATING%20A%20MEASURE.pdf
http://ir.unimas.my/id/eprint/29910/
http://www.ijbs.unimas.my/images/repository/pdf/Vol20-no1-paper13.pdf
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spelling my.unimas.ir.299102020-06-11T02:23:26Z http://ir.unimas.my/id/eprint/29910/ VALIDATING A MEASURE FOR ALTRUISTIC SELF TOWARDS THE RESPONSIBLE PLATE FOOD CONSUMPTION: A MIX METHOD APPROACH Rasool, Shahid Mohammad Abdu Shakur, Mahani Mughal, Yasir Hayat Awang, Zainudin HB Economic Theory This study intends to establish the measurement model for altruistic self-concept for plate food consumption in social marketing. The findings from earlier studies do not really suit the altruistic self-concept scale, especially in the context of socially responsible plate food consumption. Hence, this study validated the instruments of altruistic self-concept. Using the mix method pragmatism pluralism approach using 1536 respondents for quantitative study and 11 intensive interviews for qualitative study. The data were collected using self-administered questionnaire. The respondents were selected randomly using stratified sampling technique. The exploratory factor analysis procedure retained five from the total of ten items developed. The confirmatory factor analysis (CFA) procedure using IBM-SPSS-AMOS confirmed the five measuring items for altruistic self in the context of socially responsible plate food consumption. The study employed the qualitative study to verify the four sub-constructs of altruistic self-concept namely, material, psychological, time and relationship. The novelty of this study lies on the measure of altruistic self-concept construct in the lenses of consumer behavior towards socially responsible plate food consumption. The study adapted scales and validated them by using the mix method pragmatism pluralism approach. Private and publish social marketing agencies may develop the consumer altruistic towards socially responsible plate food consumption. International Journal of Business and Society 2019 E-Article PeerReviewed text en http://ir.unimas.my/id/eprint/29910/1/VALIDATING%20A%20MEASURE.pdf Rasool, Shahid and Mohammad Abdu Shakur, Mahani and Mughal, Yasir Hayat and Awang, Zainudin (2019) VALIDATING A MEASURE FOR ALTRUISTIC SELF TOWARDS THE RESPONSIBLE PLATE FOOD CONSUMPTION: A MIX METHOD APPROACH. International Journal of Business and Society, 20 (1). pp. 211-228. ISSN 1511-6670 http://www.ijbs.unimas.my/images/repository/pdf/Vol20-no1-paper13.pdf
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic HB Economic Theory
spellingShingle HB Economic Theory
Rasool, Shahid
Mohammad Abdu Shakur, Mahani
Mughal, Yasir Hayat
Awang, Zainudin
VALIDATING A MEASURE FOR ALTRUISTIC SELF TOWARDS THE RESPONSIBLE PLATE FOOD CONSUMPTION: A MIX METHOD APPROACH
description This study intends to establish the measurement model for altruistic self-concept for plate food consumption in social marketing. The findings from earlier studies do not really suit the altruistic self-concept scale, especially in the context of socially responsible plate food consumption. Hence, this study validated the instruments of altruistic self-concept. Using the mix method pragmatism pluralism approach using 1536 respondents for quantitative study and 11 intensive interviews for qualitative study. The data were collected using self-administered questionnaire. The respondents were selected randomly using stratified sampling technique. The exploratory factor analysis procedure retained five from the total of ten items developed. The confirmatory factor analysis (CFA) procedure using IBM-SPSS-AMOS confirmed the five measuring items for altruistic self in the context of socially responsible plate food consumption. The study employed the qualitative study to verify the four sub-constructs of altruistic self-concept namely, material, psychological, time and relationship. The novelty of this study lies on the measure of altruistic self-concept construct in the lenses of consumer behavior towards socially responsible plate food consumption. The study adapted scales and validated them by using the mix method pragmatism pluralism approach. Private and publish social marketing agencies may develop the consumer altruistic towards socially responsible plate food consumption.
format E-Article
author Rasool, Shahid
Mohammad Abdu Shakur, Mahani
Mughal, Yasir Hayat
Awang, Zainudin
author_facet Rasool, Shahid
Mohammad Abdu Shakur, Mahani
Mughal, Yasir Hayat
Awang, Zainudin
author_sort Rasool, Shahid
title VALIDATING A MEASURE FOR ALTRUISTIC SELF TOWARDS THE RESPONSIBLE PLATE FOOD CONSUMPTION: A MIX METHOD APPROACH
title_short VALIDATING A MEASURE FOR ALTRUISTIC SELF TOWARDS THE RESPONSIBLE PLATE FOOD CONSUMPTION: A MIX METHOD APPROACH
title_full VALIDATING A MEASURE FOR ALTRUISTIC SELF TOWARDS THE RESPONSIBLE PLATE FOOD CONSUMPTION: A MIX METHOD APPROACH
title_fullStr VALIDATING A MEASURE FOR ALTRUISTIC SELF TOWARDS THE RESPONSIBLE PLATE FOOD CONSUMPTION: A MIX METHOD APPROACH
title_full_unstemmed VALIDATING A MEASURE FOR ALTRUISTIC SELF TOWARDS THE RESPONSIBLE PLATE FOOD CONSUMPTION: A MIX METHOD APPROACH
title_sort validating a measure for altruistic self towards the responsible plate food consumption: a mix method approach
publisher International Journal of Business and Society
publishDate 2019
url http://ir.unimas.my/id/eprint/29910/1/VALIDATING%20A%20MEASURE.pdf
http://ir.unimas.my/id/eprint/29910/
http://www.ijbs.unimas.my/images/repository/pdf/Vol20-no1-paper13.pdf
_version_ 1671343312850649088
score 13.211869

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