The Tendency to Use Sunnah Functional Food among Students in Malaysia
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2018, Vol 8, Issue 1
Abstract
The purpose of this study is to identify the influence of factors that affect the tendency to use sunnah functional foods among students using the Theory of Planned Behaviour (TPB). There are three variables for the TPB theory which are attitude, subjective norms and perceived behaviour control which are analysed together with a mediator variable, health claim. This study was quantitative and applied questionnaires as a research instrument in the data collection process. 422 students were selected to be a sample of the study based on a random sampling method of a one-tier cluster. The combination of descriptive and inferential statistics is done in data processing to achieve the objective of the study. The results of the analysis showed that there were four (4) significant hypotheses that also supported the findings. The findings of the analysis show that two variables, which are subjective norms and behavioural controls on the tendency to use sunnah functional foods, are significantly related. Mediator variables show the effect of a moderate intermediary through two variables, attitude and behavioural control. The result of this analysis shows that the TPB theory is able to predict the behaviour of the sunnah functional food. Health claims as a mediator variable are also found to be important as significant factors that attract users to use sunnah functional products. Therefore, the manufacturer's actions are marketing functional products by promoting health benefits affecting consumer behaviour. Consequently, producers need to be sensitive and responsible for the claims of the health capabilities offered in a product to ensure consumers receive the nutritional benefits and ultimately form consumer-positive healthy eating habits
Authors and Affiliations
Rozilah Hamdan, Fidlizan Muhammad, Azila Abdul Razak, Nurhanie Mahjom
Keywords
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- EP ID EP531538
- DOI 10.6007/IJARBSS/v8-i1/3845
- Views 76
- Downloads 0
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