Functional food consumption behaviour: the role of self-efficacy

• Main Authors: Salleh, Hayatul Safrah, Mohd Noor, Nor Azila, Nik Mat, Nik Hazimah
• Format: Article
• Published: American Scientific Publishers 2016
• Subjects: HB Economic Theory
• Online Access: http://repo.uum.edu.my/25693/; http://doi.org/10.1166/asl.2016.8124
• Institution: Universiti Utara Malaysia

In social cognitive theory, self-efficacy has emerged as an important factor in behavioral change. Thus, this study aimed to investigate the influence of self-efficacy on the consumption behavior of functional food product among adults’ consumers. A survey was conducted in Malaysia with the sample o...