The Influence of Product and Price of Broiler Feed with Hemp on Purchase Intention through Trust in the Product: A Comparison between CBD and By-product from Leaves and Leaf Stalks
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Abstract
This study’s main objectives aim to investigate the influence of the product and price of broiler feed with hemp on purchase intention through trust in the product: a comparison between CBD and by-products from leaves and leaf stalks. A sample was collected from 228 people who were involved with raising and/or broiler feed as farmers, veterinarians, and animal husbandries professionals. A questionnaire was employed as a tool to collect data. Hypotheses were tested using Partial Least Squares-Structural Equation Modeling (PLS-SEM) employing SmartPLS.The results revealed that the product of broiler feed with hemp has a significantly positive indirect influence on purchase intention through trust in the product, both CBD and by-products from leaves and leaf stalks. Moreover, the price of broiler feed with hemp also has a significantly positive indirect influence on purchase intention through trust in the product, both CBD and by-products from leaves and leaf stalks.
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References
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