... is activated. TPB model Guilt Moral norms Meat Emerging market Non-halal India is a growing meat production and consumption market and has a competitive edge in meat production due to its large livestock population. The country has been ranked eighth in meat production worldwide (Economic...

... of the variables involved and the structure of the causal path. Design/methodology/approach The TPB is the most useful predictive model of purchase intentions, which can be viewed as the product of various psychological determinants. Previous works have proposed extensions of the TPB model to selectively...