Functional food product consumption among Malaysian consumers: The relationship between intention and actual behaviour
Functional food that fortified with nutritional is produced with an objective to promote better health and well-being, as well as preventing chronic diseases.The future of functional food market will depend on the acceptance of the consumers towards such products.This study examined the relationship...
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| Main Authors: | , , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/20754/1/AABSS%202014%201%207.pdf http://repo.uum.edu.my/20754/ https://www.aabss.org.au/conference/aabss-conference-2014 |
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| Institution: | Universiti Utara Malaysia |
| Language: | English |
| Summary: | Functional food that fortified with nutritional is produced with an objective to promote better health and well-being, as well as preventing chronic diseases.The future of functional food market will depend on the acceptance of the consumers towards such products.This study examined the relationship between intention and the actual consumption behaviour of functional food among Malaysian consumers.Data were collected from consumers shopping at hypermarkets in Malaysia by using mall intercept method.From the analysis undertaken, it was found that the level of behavioural intention to consume functional food among consumers is encouraging.The results also revealed that intention positively influences the actual consumption behaviour.Despite the positive relationships, the explanatory power of intention to predict consumption behaviour was moderate, indicating that other variables were also important in predicting the behaviour to consume functional food among Malaysian consumers. Future study was also
proposed |
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