Natural Functional Foods Consumption Behavior Among the Malaysians with Obesity

DOI

10.2991/aebmr.k.200626.078How to use a DOI?

Keywords

Behavior, Integrated Behavioral Model (IBM), natural functional foods, obesity

Abstract

Natural functional food industry is growing steadily worldwide and innovative products are being continuously launched thus making competition fierce. Successful commercialization of natural functional foods is proving to be challenging especially due to the need for a strategic approach to product development processes. The main purpose of this study was to understand how consumers who are suffering from obesity perceive natural functional foods and how likely they are willing to consume the food. Purposive sampling method was used in this study and a survey was conducted in Malaysia whereas 163 obese consumers were interviewed by using structured questionnaires. The Integrated Behavioral Model (IBM) was adopted in this study. Descriptive statistics, exploratory analysis and multiple regression were used to analyze the collected data. The results show that experiential attitude (perceived severity), instrumental attitude and personal agency (self-efficacy) influenced the obese consumer’s intention to consume natural functional foods for the purpose of fighting the obesity.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Phuah Kit Teng
AU  - Khoong Tai Wai
AU  - Ow Mun Waei
AU  - Tey Sheik Kyin
PY  - 2020
DA  - 2020/06/29
TI  - Natural Functional Foods Consumption Behavior Among the Malaysians with Obesity
BT  - Proceedings of the 8th International Conference on Entrepreneurship and Business Management (ICEBM 2019) UNTAR
PB  - Atlantis Press
SP  - 471
EP  - 477
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200626.078
DO  - 10.2991/aebmr.k.200626.078
ID  - Teng2020
ER  -