Salleh, Hayatul Safrah and Mohd Noor, Nor Azila and Nik Mat, Nik Hazimah and Mokhlis, Safiek and Mohamed, Wan Norhayati and Yusof, Yusnita (2016) The Relationship Between Attitude Dimension, Social Influence and Self-Efficacy on Behavioural Intention to Consume Functional Food among Malaysian. International Business Management, 10 (16). pp. 3647-3654. ISSN 1993-5250

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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.

Item Type:	Article
Uncontrolled Keywords:	Behavioural intention, functional food, attitude, self-efficacy, social influence
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Othman Yeop Abdullah Graduate School of Business
Depositing User:	Mrs. Norazmilah Yaakub
Date Deposited:	25 Jun 2018 01:57
Last Modified:	25 Jun 2018 01:57
URI:	https://repo.uum.edu.my/id/eprint/24308

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