Abstract:
Unhealthy eating behaviour has been linked to the risks of many chronic diseases all
around the world including Malaysia. 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
study aims to examine the attitude dimensions, social influence and self-efficacy
related factors that may influence consumer-behavioural intention to consume
functional foods and to identify the relationship between consumer-behavioural
intention and consumer-consumption behaviour as well as to examine the effect of
past experience as moderator on the intention-behaviour relationship.
