Eating with a purpose: development and motivators for consumption of superfood
This research aimed to examine an integrated and modified Health Belief Model by encapsulating the factors influencing consumer likelihood to consume superfoods as adjusted to the Malaysian population. It was conducted in Peninsular Malaysia from May 2019 until October 2019 using a sample size of 1,...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Malaysian Consumer and Family Economics Association
2020
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| Online Access: | http://psasir.upm.edu.my/id/eprint/88546/ http://psasir.upm.edu.my/id/eprint/88546/1/ABSTRACT.pdf |
| _version_ | 1848860642445885440 |
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| author | Phuah, Kit Teng Khoong, Tai Wai Abdullah, Siti Intan Nurdiana Wong Ow, Mun Waei Wong, Kelly Kai Seng |
| author_facet | Phuah, Kit Teng Khoong, Tai Wai Abdullah, Siti Intan Nurdiana Wong Ow, Mun Waei Wong, Kelly Kai Seng |
| author_sort | Phuah, Kit Teng |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | This research aimed to examine an integrated and modified Health Belief Model by encapsulating the factors influencing consumer likelihood to consume superfoods as adjusted to the Malaysian population. It was conducted in Peninsular Malaysia from May 2019 until October 2019 using a sample size of 1,000 individuals obtained via purposive sampling, whereby the data were analysed by using structural equation modelling. The result showed that consumer likelihood to consume superfoods was positively influenced by perceived benefits and perceived susceptibility, while negatively influenced by perceived barrier. The cue to action had a direct influence on perceived susceptibility, perceived seriousness, and perceived benefits. Surprisingly, the cue to action was not too influential on perceived barrier and likelihood to consume superfoods. Nevertheless, the proposed modified Health Belief Model fitted the data better than the original model. This implied that it is important to focus on the cue to action especially in the superfood-buying context as opposed to the original Health Belief Model which neglected the cue to action. |
| first_indexed | 2025-11-15T12:48:29Z |
| format | Article |
| id | upm-88546 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T12:48:29Z |
| publishDate | 2020 |
| publisher | Malaysian Consumer and Family Economics Association |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-885462021-12-27T01:16:04Z http://psasir.upm.edu.my/id/eprint/88546/ Eating with a purpose: development and motivators for consumption of superfood Phuah, Kit Teng Khoong, Tai Wai Abdullah, Siti Intan Nurdiana Wong Ow, Mun Waei Wong, Kelly Kai Seng This research aimed to examine an integrated and modified Health Belief Model by encapsulating the factors influencing consumer likelihood to consume superfoods as adjusted to the Malaysian population. It was conducted in Peninsular Malaysia from May 2019 until October 2019 using a sample size of 1,000 individuals obtained via purposive sampling, whereby the data were analysed by using structural equation modelling. The result showed that consumer likelihood to consume superfoods was positively influenced by perceived benefits and perceived susceptibility, while negatively influenced by perceived barrier. The cue to action had a direct influence on perceived susceptibility, perceived seriousness, and perceived benefits. Surprisingly, the cue to action was not too influential on perceived barrier and likelihood to consume superfoods. Nevertheless, the proposed modified Health Belief Model fitted the data better than the original model. This implied that it is important to focus on the cue to action especially in the superfood-buying context as opposed to the original Health Belief Model which neglected the cue to action. Malaysian Consumer and Family Economics Association 2020 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/88546/1/ABSTRACT.pdf Phuah, Kit Teng and Khoong, Tai Wai and Abdullah, Siti Intan Nurdiana Wong and Ow, Mun Waei and Wong, Kelly Kai Seng (2020) Eating with a purpose: development and motivators for consumption of superfood. Malaysian Journal of Consumer and Family Economics, 24. 207 - 242. ISSN 1511-2802 https://majcafe-com.bsenetwork.biz/2020/10/03/vol-24-2020/ |
| spellingShingle | Phuah, Kit Teng Khoong, Tai Wai Abdullah, Siti Intan Nurdiana Wong Ow, Mun Waei Wong, Kelly Kai Seng Eating with a purpose: development and motivators for consumption of superfood |
| title | Eating with a purpose: development and motivators for
consumption of superfood |
| title_full | Eating with a purpose: development and motivators for
consumption of superfood |
| title_fullStr | Eating with a purpose: development and motivators for
consumption of superfood |
| title_full_unstemmed | Eating with a purpose: development and motivators for
consumption of superfood |
| title_short | Eating with a purpose: development and motivators for
consumption of superfood |
| title_sort | eating with a purpose: development and motivators for
consumption of superfood |
| url | http://psasir.upm.edu.my/id/eprint/88546/ http://psasir.upm.edu.my/id/eprint/88546/ http://psasir.upm.edu.my/id/eprint/88546/1/ABSTRACT.pdf |