Understanding and Mitigating the Purchase Intention of Medicines Containing Saiga Antelope Horn among Chinese Residents: An Analysis of Influencing Factors
The unsustainable demand for wildlife and its derivatives poses a threat to global biodiversity, requiring attention and intervention. This study investigates the intent to purchase medicines containing saiga antelope horn among respondents in China. Drawing on an expanded theoretical framework root...
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| Format: | Article |
| Language: | English |
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MDPI AG
2024-01-01
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| Online Access: | https://www.mdpi.com/1424-2818/16/1/49 |
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| author | Mengyuan Zhang Zhongyi Zhang Junfeng Chen Giuseppe T. Cirella Yi Xie |
| author_facet | Mengyuan Zhang Zhongyi Zhang Junfeng Chen Giuseppe T. Cirella Yi Xie |
| author_sort | Mengyuan Zhang |
| collection | DOAJ |
| description | The unsustainable demand for wildlife and its derivatives poses a threat to global biodiversity, requiring attention and intervention. This study investigates the intent to purchase medicines containing saiga antelope horn among respondents in China. Drawing on an expanded theoretical framework rooted in a planned behavior model, and analyzing 576 valid data points collected through online research, this paper employs a structural equation model to consider influencing factors across six dimensions: attitude, subjective norm, perceived behavioral control, consumption experience, protective cognitive level, and personal characteristics. The findings reveal that 31.25% of respondents harbor a positive purchase intention toward medicines containing saiga antelope horn. Additionally, attitude, subjective norm, perceived behavioral control, and consumption experience exhibit positive associations with the purchase intention, while the protective cognitive level demonstrates a negative impact. A significant gender gap was identified, with women displaying a greater inclination to purchase compared to men. To support the global conservation efforts of the saiga antelope, this paper advocates for strategic interventions. Recommendations include reinforcing public science education, fostering awareness, advancing the research and development of alternative medicines, strengthening internal market controls, and employing targeted marketing strategies to shift consumer preferences. These measures collectively contribute to a holistic approach aimed at reducing the demand for wildlife products and safeguarding the saiga antelope population. |
| first_indexed | 2024-03-08T11:00:04Z |
| format | Article |
| id | doaj.art-4ee5207ee1054ee5846e9fc2e970099f |
| institution | Directory Open Access Journal |
| issn | 1424-2818 |
| language | English |
| last_indexed | 2024-03-08T11:00:04Z |
| publishDate | 2024-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Diversity |
| spelling | doaj.art-4ee5207ee1054ee5846e9fc2e970099f2024-01-26T16:05:24ZengMDPI AGDiversity1424-28182024-01-011614910.3390/d16010049Understanding and Mitigating the Purchase Intention of Medicines Containing Saiga Antelope Horn among Chinese Residents: An Analysis of Influencing FactorsMengyuan Zhang0Zhongyi Zhang1Junfeng Chen2Giuseppe T. Cirella3Yi Xie4School of Economics and Management, Beijing Forestry University, Beijing 100083, ChinaSchool of Economics and Management, Beijing Forestry University, Beijing 100083, ChinaSchool of Economics and Management, Beijing Forestry University, Beijing 100083, ChinaFaculty of Economics, University of Gdansk, 81-824 Sopot, PolandSchool of Economics and Management, Beijing Forestry University, Beijing 100083, ChinaThe unsustainable demand for wildlife and its derivatives poses a threat to global biodiversity, requiring attention and intervention. This study investigates the intent to purchase medicines containing saiga antelope horn among respondents in China. Drawing on an expanded theoretical framework rooted in a planned behavior model, and analyzing 576 valid data points collected through online research, this paper employs a structural equation model to consider influencing factors across six dimensions: attitude, subjective norm, perceived behavioral control, consumption experience, protective cognitive level, and personal characteristics. The findings reveal that 31.25% of respondents harbor a positive purchase intention toward medicines containing saiga antelope horn. Additionally, attitude, subjective norm, perceived behavioral control, and consumption experience exhibit positive associations with the purchase intention, while the protective cognitive level demonstrates a negative impact. A significant gender gap was identified, with women displaying a greater inclination to purchase compared to men. To support the global conservation efforts of the saiga antelope, this paper advocates for strategic interventions. Recommendations include reinforcing public science education, fostering awareness, advancing the research and development of alternative medicines, strengthening internal market controls, and employing targeted marketing strategies to shift consumer preferences. These measures collectively contribute to a holistic approach aimed at reducing the demand for wildlife products and safeguarding the saiga antelope population.https://www.mdpi.com/1424-2818/16/1/49medicines containing saiga antelope hornpurchase intentiontheory of planned behaviorstructural equation modeling |
| spellingShingle | Mengyuan Zhang Zhongyi Zhang Junfeng Chen Giuseppe T. Cirella Yi Xie Understanding and Mitigating the Purchase Intention of Medicines Containing Saiga Antelope Horn among Chinese Residents: An Analysis of Influencing Factors Diversity medicines containing saiga antelope horn purchase intention theory of planned behavior structural equation modeling |
| title | Understanding and Mitigating the Purchase Intention of Medicines Containing Saiga Antelope Horn among Chinese Residents: An Analysis of Influencing Factors |
| title_full | Understanding and Mitigating the Purchase Intention of Medicines Containing Saiga Antelope Horn among Chinese Residents: An Analysis of Influencing Factors |
| title_fullStr | Understanding and Mitigating the Purchase Intention of Medicines Containing Saiga Antelope Horn among Chinese Residents: An Analysis of Influencing Factors |
| title_full_unstemmed | Understanding and Mitigating the Purchase Intention of Medicines Containing Saiga Antelope Horn among Chinese Residents: An Analysis of Influencing Factors |
| title_short | Understanding and Mitigating the Purchase Intention of Medicines Containing Saiga Antelope Horn among Chinese Residents: An Analysis of Influencing Factors |
| title_sort | understanding and mitigating the purchase intention of medicines containing saiga antelope horn among chinese residents an analysis of influencing factors |
| topic | medicines containing saiga antelope horn purchase intention theory of planned behavior structural equation modeling |
| url | https://www.mdpi.com/1424-2818/16/1/49 |
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