Mohd Noor, Nor Azila and Salleh, Hayatul Safrah and Mohd Nafi, Noratisah and Muhammad, Azli (2014) Functional food product consumption among Malaysian consumers: The relationship between intention and actual behaviour. In: Australian Academy of Business and Social Sciences Conference 2014, August 25-26, 2014, Hotel Grand Seasons, Kuala Lumpur, Malaysia.

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Abstract

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

Item Type:	Conference or Workshop Item (Paper)
Additional Information:	ISBN 978-0-9925622-0-5
Uncontrolled Keywords:	Functional food, Intention, Consumption behaviour, 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. Dr. Nor Azila Mohd Nor
Date Deposited:	26 Jan 2017 02:11
Last Modified:	26 Jan 2017 02:11
URI:	https://repo.uum.edu.my/id/eprint/20754

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