Factors influencing purchase intention on plant-based food in Malaysia

Tan, Guan Ming (2025) Factors influencing purchase intention on plant-based food in Malaysia. Final Year Project, UTAR.

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Abstract

The consumption of plant-based food is growing rapidly on the globe due to its mutual benefits of providing additional food choices for the consumer which are healthier and environmentally friendly. However, the market exposure towards plant-based food in Malaysia remain underexposed. Therefore, it is essential to understand the consumers’ behavior towards their acceptability of purchasing plant-based food in Malaysia context. This study is conducted to investigate the factors influencing purchase intention on plant-based food in Malaysia. This study will apply Theory of Planned Behavior (TPB) due to its effectiveness for examining consumer behavior proven from numerous studies. For instance, this study will explore the Malaysian’s attitude, subjective norms and perceived behavioral control in shaping their purchase intention towards plant-based food. Quantitative research method will be applied in the study through distributing a structured questionnaire to the respondents in Malaysia for data collection purposes. The data will be analyzed via SPSS software and statistical methods including Cronbach’s Alpha reliability analysis, Pearson correlation coefficients analysis, and Multiple regression analysis to measure the relationship between the variables. The findings and results are expected to provide a useful insight for businesses and policymakers to expand the plant-based food industry in Malaysia. This study contributes to both academic literature and practical strategies in fostering consumer adoption of plant-based food in Malaysia. Keywords: Plant-based food, Theory of Planned Behavior (TPB), Purchase Intention, Consumer Behavior, Malaysia

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