Construction and validation of consumer attitudes on biosecurity principles: A methodological perspective

This paper presents a methodological perspective to the construction and validation of consumer attitudes on biosecurity principles. Four biosecurity principles are reviewed with regard to indigenous chicken production and consumption. Using Fishbein Multi-Attribute Model, the four principles are translated into a psychometric construct to measure consumer attitudes. A 74-item 7-point Likert scale is constructed. The study proposes a procedure to validate the construct. This includes conducting a pilot study to gather primary data, summarizing the data, testing inter-item validities, and performing factor analysis to measure construct validity among others. The study sets a methodological perspective that researchers, government agencies, international organizations and donors can use to measure consumer attitudes on biosecurity principles for indigenous chicken. Key words: Scale Construction, Scale Validation, Consumer Attitudes, Biosecurity Principles, Indigenous Chicken