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The objectives of this research were to investigate the applicability of the PMT in consumers’ purchase intent of poultry products (i.e. chicken’s meats) and to identify the factors that influence Myanmar consumers’ buying decisions on these products. The research applied Protection Motivation Theory (PMT) model together with knowledge construct to explore the influencing factors on consumers’ purchase intention of poultry meats (i.e. chicken meat). The partial least squares structural equation modelling (PLS-SEM) was applied to test hypotheses in this study. The results indicated that knowledge, self-efficacy and response costs significantly influenced the consumer’s purchase intent of probiotics-used broiler meat (PUBM). This study provided the livestock producers and the retailers to develop the effective marketing program and /or strategies to encourage consumers’ purchase intention positively. Moreover, policy makers can build education program to provide correct knowledge and benefits of PUBM to consumers.
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