Consumer's Intention Towards Japanese Cuisine Consumption In Penang Island

• Main Author: Lim, Hui Wen
• Format: Final Year Project Report
• Language: English; English
• Published: Universiti Malaysia Sarawak (UNIMAS) 2015
• Subjects: HB Economic Theory
• Online Access: http://ir.unimas.my/id/eprint/23351/1/Consumer%27s%20intention%20towards%20Japanese%20Cuisine%20consumption...%2824%20pgs%29.pdf; http://ir.unimas.my/id/eprint/23351/4/Lim%20Hui%20Wen%20ft.pdf; http://ir.unimas.my/id/eprint/23351/
• Institution: Universiti Malaysia Sarawak

The aim for this study is to determine the significant relationships between past behavior of Japanese cuisine consumption towards consumers' intention and actual Japanese cuisine consumption behavior in Penang Island. Besides, this study also determine the significant relationship between the consumers attitude, social norm, self-identity and the perceived behavioral control of availability of sources and perceived of knowledge towards the consumers' intention and actual consumption in Japanese cuisine consumption. Due to the development of unique theme of cafe in Penang Island, food and beverage industry become competitive in Penang Island. However, Penang Island was famous in street food which is the local cuisine. Therefore, the Theory of Planned Behavior will be employ in this study to form the framework to investigate the factors that influence the factors that influence the consumers' intention and actual consumption behavior of Japanese cuisine consumption. In additions, this study revealed that the social norms, self-identity and past behavior are the major factors that influence the consumers' intention towards actual Japanese cuisine consumption the most