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Consumer-behavioural intention towards the consumption of functional food in Malaysia: their profiles and behaviours

Salleh, Hayatul Safrah and Mohd Noor, Nor Azila and Nik Mat, Nik Hazimah and Yusof, Yusnita and Mohamed, Wan Norhayati (2015) Consumer-behavioural intention towards the consumption of functional food in Malaysia: their profiles and behaviours. International Business & Economics Research Journal, 14 (4). pp. 727-734. ISSN 1535-0754

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Unhealthy eating behaviour has been linked to the risks of many chronic diseases all around theworld.Functional foods and its association with health benefits and reducing the risk of diseases open a promising avenue for consumers to pursue a healthier life as well as extending their life expectancy.This provides a great market opportunity for functional foods to be developed. Consequently, it has generated considerable consumer interest in functional food consumption. This study describes the profiles and behaviours of the consumers who are willing to consume functional foods in Malaysia. By using mall intercept surveys, data were collected from consumers shopping at hypermarkets in Malaysia. From the analysis undertaken, it was found that the level of consumer-behavioural intention to consume functional food is encouraging. The results indicated that behavioural intention towards functional food tends to be different across gender, age and marital status.However this study found that the extent of consumer-behavioural intention does not vary by ethnicity, religion, income and education. Future study was also proposed.

Item Type: Article
Uncontrolled Keywords: Functional Food; Consumer-Behavioural Intention; Malaysia
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
T Technology > TX Home economics
Divisions: Othman Yeop Abdullah Graduate School of Business
Depositing User: Prof. Madya Dr. Nor Azila Mohd Nor
Date Deposited: 26 Jan 2017 01:59
Last Modified: 26 Jan 2017 01:59
URI: http://repo.uum.edu.my/id/eprint/20750

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