This paper aims to investigate the effects of the beef buyers’ beliefs, using the theory of planned behavior (TPB). Paper uses deductive approach. Empirically, a model of consumer behavior for beef in the Pakistan is estimated using regression analysis and its results and implications are discussed. Results of the study implied that “evaluative belief” was the most important determinant of beef buying intention, followed by affective belief, subjective norms, and perceived behavioral control but subjective norm had no effect on the beef. The survey approach is a non- probability sample; therefore care must be exercised while making inferences about causality and representativeness. The results are of great worth for academicians, food industry managers and government authorities. The findings emphasized the need for effective marketing communication, government authorities to launch public food safety education to consumers and strict implementation of consumer protection laws. The study is an original research with regards to its potential contributions of the behavioral aspects of the beef buying.
Keywords: Theory of planned behavior, evaluative behavior, affective behavior, subjective norm, perceived behavioral control, beef buying intention, Pakistan