Consumer-behavioural intention and consumption towards functional food in Malaysia

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.