Understanding media literacy in relation to adolescent soft drink consumption behaviour

This paper examines relationship between media literacy and the Theory of Planned Behavior (TPB) variables focusing on consumption of soft drink among adolescents in Klang Valley, Malaysia. In addition, this paper also determines soft drink consumption, level of media literacy and the influences of...

Full description

Saved in:
Bibliographic Details
Main Authors: Mohd Shahid, Nur Nadirah, Ghazali, Hazrina, Abu Bakar, Ainul Zakiah, Othman, Mohhidin
Format: Article
Language:English
Published: Faculty of Food Science and Technology, Universiti Putra Malaysia 2016
Online Access:http://psasir.upm.edu.my/id/eprint/38956/1/%2856%29.pdf
http://psasir.upm.edu.my/id/eprint/38956/
http://www.ifrj.upm.edu.my/23%20%2801%29%202016/%2856%29.pdf
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Universiti Putra Malaysia
Language: English
id my.upm.eprints.38956
record_format eprints
spelling my.upm.eprints.389562016-01-27T03:39:42Z http://psasir.upm.edu.my/id/eprint/38956/ Understanding media literacy in relation to adolescent soft drink consumption behaviour Mohd Shahid, Nur Nadirah Ghazali, Hazrina Abu Bakar, Ainul Zakiah Othman, Mohhidin This paper examines relationship between media literacy and the Theory of Planned Behavior (TPB) variables focusing on consumption of soft drink among adolescents in Klang Valley, Malaysia. In addition, this paper also determines soft drink consumption, level of media literacy and the influences of the TPB variables on the intention of soft drink consumption. A cluster sampling method was used in collecting data within the Klang Valley area. The sample consisted of 436 adolescents from secondary school, aged between 13 to 18 years old. Two main scales utilized were Media Literacy (ML) scale and TPB scale. The descriptive, multiple linear regression and Pearson product-moment correlation analyses were carried out to answer the research objectives. Results revealed that 36% of respondents drank a minimum of 1 can, bottle or glass of soft drink for the past seven days and possess good level of media literacy (35%). Meanwhile, 14% of variance in adolescents’ intention of soft drink consumption is explained by TPB variables. Additionally, the total media literacy score towards soft drink advertisement was significantly positively correlated with attitude (r = 0.250, p<.05) and subjective norms (r = 0.174, p<.05). Conversely, total media literacy was significant negatively correlated with intention to consume soft drink (r = -0.19, p<.05) and indicated that media literacy could lower the intention to consume soft drink, thus can reduce soft drink consumption among adolescents. The importance of this study is to help the authorities, soft drink marketers and producers in Malaysia to better understand media literacy and adolescent soft drink consumption behavior. Faculty of Food Science and Technology, Universiti Putra Malaysia 2016 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/38956/1/%2856%29.pdf Mohd Shahid, Nur Nadirah and Ghazali, Hazrina and Abu Bakar, Ainul Zakiah and Othman, Mohhidin (2016) Understanding media literacy in relation to adolescent soft drink consumption behaviour. International Food Research Journal, 23 (1). pp. 381-388. ISSN 1985-4668; ESSN: 2231-7546 http://www.ifrj.upm.edu.my/23%20%2801%29%202016/%2856%29.pdf
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description This paper examines relationship between media literacy and the Theory of Planned Behavior (TPB) variables focusing on consumption of soft drink among adolescents in Klang Valley, Malaysia. In addition, this paper also determines soft drink consumption, level of media literacy and the influences of the TPB variables on the intention of soft drink consumption. A cluster sampling method was used in collecting data within the Klang Valley area. The sample consisted of 436 adolescents from secondary school, aged between 13 to 18 years old. Two main scales utilized were Media Literacy (ML) scale and TPB scale. The descriptive, multiple linear regression and Pearson product-moment correlation analyses were carried out to answer the research objectives. Results revealed that 36% of respondents drank a minimum of 1 can, bottle or glass of soft drink for the past seven days and possess good level of media literacy (35%). Meanwhile, 14% of variance in adolescents’ intention of soft drink consumption is explained by TPB variables. Additionally, the total media literacy score towards soft drink advertisement was significantly positively correlated with attitude (r = 0.250, p<.05) and subjective norms (r = 0.174, p<.05). Conversely, total media literacy was significant negatively correlated with intention to consume soft drink (r = -0.19, p<.05) and indicated that media literacy could lower the intention to consume soft drink, thus can reduce soft drink consumption among adolescents. The importance of this study is to help the authorities, soft drink marketers and producers in Malaysia to better understand media literacy and adolescent soft drink consumption behavior.
format Article
author Mohd Shahid, Nur Nadirah
Ghazali, Hazrina
Abu Bakar, Ainul Zakiah
Othman, Mohhidin
spellingShingle Mohd Shahid, Nur Nadirah
Ghazali, Hazrina
Abu Bakar, Ainul Zakiah
Othman, Mohhidin
Understanding media literacy in relation to adolescent soft drink consumption behaviour
author_facet Mohd Shahid, Nur Nadirah
Ghazali, Hazrina
Abu Bakar, Ainul Zakiah
Othman, Mohhidin
author_sort Mohd Shahid, Nur Nadirah
title Understanding media literacy in relation to adolescent soft drink consumption behaviour
title_short Understanding media literacy in relation to adolescent soft drink consumption behaviour
title_full Understanding media literacy in relation to adolescent soft drink consumption behaviour
title_fullStr Understanding media literacy in relation to adolescent soft drink consumption behaviour
title_full_unstemmed Understanding media literacy in relation to adolescent soft drink consumption behaviour
title_sort understanding media literacy in relation to adolescent soft drink consumption behaviour
publisher Faculty of Food Science and Technology, Universiti Putra Malaysia
publishDate 2016
url http://psasir.upm.edu.my/id/eprint/38956/1/%2856%29.pdf
http://psasir.upm.edu.my/id/eprint/38956/
http://www.ifrj.upm.edu.my/23%20%2801%29%202016/%2856%29.pdf
_version_ 1643832283352793088