Consumer-behavioural Intention Towards The Consumption of Functional Food in Malaysia: Their Profiles and Behaviours

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dc.contributor.authorHayatul Safrah Salleh
dc.date.accessioned2017-04-03T05:15:14Z
dc.date.available2017-04-03T05:15:14Z
dc.date.issued2015
dc.description.abstractUnhealthy eating behaviour has been linked to the risks of many chronic diseases all around the world. 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 provides a great market opportunity for functional foods to be developed. Consequently, it has generated considerable consumer interest in functional food consumption. This study describes the profiles and behaviours of the consumers who are willing to consume functional foods in Malaysia. By using mall intercept surveys, data were collected from consumers shopping at hypermarkets in Malaysia. From the analysis undertaken, it was found that the level of consumer-behavioural intention to consume functional food is encouraging. The results indicated that behavioural intention towards functional food tends to be different across gender, age and marital status. However this study found that the extent of consumer-behavioural intention does not vary by ethnicity, religion, income and education. Future study was also proposeden_US
dc.identifier.issn2157-9393
dc.identifier.urihttp://hdl.handle.net/123456789/5190
dc.language.isoenen_US
dc.publisherInternational Business & Economics Research Journal (ERA)en_US
dc.subjectNor Azila Mohd Nooren_US
dc.subjectNik Hazimah Nik Maten_US
dc.subjectWan Norhayati Mohameden_US
dc.subjectFunctional Fooden_US
dc.subjectConsumer-Behavioural Intentionen_US
dc.subjectMalaysiaen_US
dc.titleConsumer-behavioural Intention Towards The Consumption of Functional Food in Malaysia: Their Profiles and Behavioursen_US
dc.typeArticleen_US
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