files/journal/2022-09-02_12-07-01-000000_460.png

International Business Management

ISSN: Online
ISSN: Print 1993-5250
About US
Editors
Issues
Pages
Indexed in
103
Views
0
Downloads

The Relationship Between Attitude Dimension, Social Influence and Self-Efficacy on Behavioural Intention to Consume Functional Food among Malaysian

Hayatul Safrah Salleh, Nor Azila Mohd Noor, Nik Hazimah Nik Mat, Safiek Mokhlis, Wan Norhayati Mohamed and Yusnita Yusof
Page: 3647-3654 | Received 21 Sep 2022, Published online: 21 Sep 2022

Download Citation
https://doi.org/10.36478/ibm.2016.3647.3654

Full Text Reference XML File PDF File

Abstract

This study is intended to minimize the gap in the literature and develop more understanding concerning the issue of unhealthy consumption behaviour among Malaysians which indeed leads to the prevalence of obesity and Non-Communicable Diseases (NCDs). Many studies had scientifically proven that functional foods, with fortified nutritional values could help prevent the risks of NCDs and improve overall health. Therefore, this study is aimed to investigate the relationship between antecedent factors of attitude dimensions (i.e., reward, necessity, confidence and safety), social influence and self-efficacy on behavioural intention to consume functional foods among Malaysians. A survey was conducted with a sample of 452 respondents by using the self-administered questionnaire. The results revealed that only reward, self-efficacy and necessity factors significantly influence consumer-behavioural intention to consume functional foods. On the other hand, confidence, safety and social influence factors have no significant bearing on consumer-behavioural intention. The results from this study can shed further light on functional foods consumption behaviour and will be valuable for health food industry marketers in formulating effective marketing communication strategies to facilitate favourable attitudinal change towards healthy foods.

How to cite this article:

Hayatul Safrah Salleh, Nor Azila Mohd Noor, Nik Hazimah Nik Mat, Safiek Mokhlis, Wan Norhayati Mohamed and Yusnita Yusof. The Relationship Between Attitude Dimension, Social Influence and Self-Efficacy on Behavioural Intention to Consume Functional Food among Malaysian.
DOI: https://doi.org/10.36478/ibm.2016.3647.3654
URL: https://www.makhillpublications.co/view-article/1993-5250/ibm.2016.3647.3654