Proceedings of the 8th International Conference on Entrepreneurship and Business Management (ICEBM 2019) UNTAR

Natural Functional Foods Consumption Behavior Among the Malaysians with Obesity

Authors
Phuah Kit Teng, Khoong Tai Wai, Ow Mun Waei, Tey Sheik Kyin
Corresponding Author
Phuah Kit Teng
Available Online 29 June 2020.
DOI
https://doi.org/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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Volume Title
Proceedings of the 8th International Conference on Entrepreneurship and Business Management (ICEBM 2019) UNTAR
Series
Advances in Economics, Business and Management Research
Publication Date
29 June 2020
ISBN
10.2991/aebmr.k.200626.078
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.200626.078How to use a DOI?
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/).

Cite this article

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  - https://doi.org/10.2991/aebmr.k.200626.078
ID  - Teng2020
ER  -