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Functional food consumption behaviour: the role of self-efficacy


Salleh, Hayatul Safrah and Mohd Noor, Nor Azila and Nik Mat, Nik Hazimah (2016) Functional food consumption behaviour: the role of self-efficacy. Advanced Science Letters, 22 (12). pp. 4271-4274. ISSN 1936-6612

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Abstract

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 of 452 respondents by using the self-administered questionnaire. The results showed that self-efficacy positively influences the consumers to consume functional food. Despite the positive relationships, the explanatory power of self-efficacy to predict functional food consumption behavior was low. This indicated that there are other variables were also important in predicting functional food consumption behavior that needs to be addressed in future research. The results from this study would be valuable for the marketers in the healthy food industry to formulate effective marketing communication strategies focusing on encouraging the internal motivation of self-efficacy in order to facilitate favorable attitudinal change towards healthy food consumption among consumers.

Item Type: Article
Uncontrolled Keywords: Consumption Behaviour; Functional Food; Self-Efficacy
Subjects: H Social Sciences > HB Economic Theory
Divisions: Othman Yeop Abdullah Graduate School of Business
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 04 Mar 2019 01:18
Last Modified: 04 Mar 2019 01:18
URI: http://repo.uum.edu.my/id/eprint/25693

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