The factors influencing the consumer intention in purchasing healthy food

Chan, Meei Yi (2018) The factors influencing the consumer intention in purchasing healthy food. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Asian consumers are becoming more conscious of their food choices due to the increase in lifestyle-related diseases. There is an increasing trend in the need of food that rich in high level of health value in food industry and it be predicted that healthy food market will grow continuously in future. However, due to less of researches done regarding the factors that influencing the consumer purchase intention on healthy food, the marketer do not understand the consumers’ needs and wants and cause they are fear to enter healthy food market. Therefore, the purpose of this research is to analyse the factors that influencing the consumer purchase intention on healthy food by using Theory of Planned Behaviour (TPB) and contributed with two of psychographic factors which are health consciousness and lifestyle. Explanatory research had been choose as the research design to conduct this research which aim to identify the relationship between variables. All the data are collected through distribute the questionnaire among 384 respondents in Malaysia and analyse using SPSS Statistics Version 23.0. The time horizon for this research is around 2 semesters by apply cross-sectional method. The findings of the research could assist the marketer to understand the factors that affect the consumer intention in purchasing healthy food.

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