Purchase intention towards plant based food in Malaysia

Hephzibah Victor, Manickam (2022) Purchase intention towards plant based food in Malaysia. Final Year Project, UTAR.

Preview

PDF Download (4Mb) | Preview

Abstract

With the notable surge in food consumption issues such as food safety, environmental, and health concerns, consumers have shifted towards sustainable food consumption. Thus, the demand for plantespecially in Malaysia. The m based food has surge gradually, ain objective of this study is to identify the factors influencing the purchasing intention towards plantbased food in Malaysia. The extended Theory of Planned Behaviour (TPB) will be used in this study, including variables such as consumers’ knowledge, a ttitude, subjective norms, perceived behavioural control, environmental concerns, and health consciousness. The findings of this study indicate that attitude, environmental concerns, and health consciousness have a significant relationship with the purchas e intention towards plantbased food in Malaysia. Consumers’ knowledge, subjective norms, and perceived behavioural control had no significant relationship with purchase intention towards plantbased food in Malaysia. Hence, the findings from this study wo uld be helpful for the government and business practitioners in improving consumers’ understanding and intent to purchase plantbased food in Malaysia.

Actions (login required)