FOOD SAFETY, EMOTIONAL EXPERIENCE AND HEALTH BEHAVIOUR INFLUENCE ON PURCHASE INTENTION OF NASI LEMAK AMONG MALAYSIANS
Keywords:
Food safety, emotional experience, health behaviour, purchase intentionAbstract
Nasi lemak is one of the traditional foods that has a significant role in the life of Malaysian society. This paper investigated the factors (food safety, emotional experience, health behaviour) that influence the purchase intention of nasi lemak among Malaysians. Survey method was applied in this study. The theoretical framework is based on the Theory of Planned Behavior (TPB). The data were collected from 718 convenience sample using 5-point Likert scale items. Smart PLS was applied to analyse the data. The study revealed the existence of a positive and significant relationship between Emotional experience and health behaviour towards the purchase intention of nasi lemak. It also shows that food safety does not have a significant influence on the purchase intention of nasi lemak. This study adds to the body of knowledge on nasi lemak purchase intent by improving our understanding of
consumers' emotional experiences and health behaviours. Only emotional experience and health behaviour were found to have a substantial favourable effect on nasi lemak purchasing intention in Malaysian culture in this study. These findings suggest that by stressing their distinctive benefits and environmentally friendly method, nasi lemak may better match the emotional value and health behaviour of consumers. We also found that food safety has no bearing on nasi lemak buying intent in this study. Other traditional meals should be studied in the future to understand what aspects influence Malaysians' purchasing intentions. Furthermore, this study adds to the knowledge of consumer intent to purchase nasi lemak in developing and rising countries by contributing to the literature on food consumption. In the developing Malaysian scenario, it enables an enlarged TPB model for forecasting nasi lemak purchasing intent.
Downloads
References
Turney, P.D. and M.L. Littman, Measuring praise and criticism: Inference of semantic orientation from association. ACM Transactions on Information Systems (TOIS), 2003. 21(4): p. 315-346.DOI: https://doi.org/10.1145/944012.944013.
Schiffman, L.G. and L.L. Kanuk, Consumer Behavior, 8th ed., Pearson Education, Prentice-Hall, Upper Saddle River, NJ. 2004.
Mowen, A.J. Estimating visitor occasions and recreational visits at an urban park district.
Peng, Y. and D. Ke, Consumer trust in 3D virtual worlds and its impact on real world purchase intention. Nankai Business Review International, Vol. 6 No. 4, pp. 381-400., 2015.DOI: https://doi.org/10.1108/NBRI-03-2015-0009.
Kakkos, N., P. Trivellas, and L. Sdrolias, Identifying drivers of purchase intention for private label brands. Preliminary evidence from Greek consumers. Procedia-Social and Behavioral Sciences, 2015. 175: p. 522-528.DOI: https://doi.org/10.1016/j.sbspro.2015.01.1232.
Wasan, P., Predicting customer experience and discretionary behaviors of bank customers in India. International Journal of Bank Marketing, Vol. 36 No. 4, pp. 701-725., 2018.DOI: https://doi.org/10.1108/IJBM-06-2017-0121.
Appadurai, A., How to make a national cuisine: cookbooks in contemporary India. Comparative studies in society and history, 1988. 30(1): p. 3-24.DOI: https://doi.org/10.1017/S0010417500015024.
Belasco, W. and P. Scranton, Food nations: selling taste in consumer societies. 2014: Routledge.DOI: https://doi.org/10.4324/9781315023380.
Cardon, P. and D. Garcia-Garza, Theoretical and empirical aspects to food in North and South America. IdeAs. Idées d'Amériques, 2012(3).DOI: https://doi.org/10.4000/ideas.2293.
Hassoun, J.-P., Two restaurants in New York: one Franco-Maghreb, the other African... Recent creations of well-tempered exoticism. Anthropology of food, 2010(7).
Ichijo, A. and R. Ranta, Food, national identity and nationalism: From everyday to global politics, 2(3), 112-118. 2016: Springer.DOI: https://doi.org/10.1057/9781137483133.
Mennell, S., On the civilizing of appetite. Theory, Culture & Society, 4(2-3), 373-403. 1987.DOI: https://doi.org/10.1177/026327687004002011.
Yuval-Davis, N., Ethnicity, gender relations and multiculturalism. Debating cultural hybridity: multicultural identities and the politics of anti-racism, 1997: p. 193-207.
Ajzen, I., From intentions to actions: A theory of planned behavior, in Action control. 1985, Springer. p. 11-39.DOI: https://doi.org/10.1007/978-3-642-69746-3_2.
Ajzen, I., Perceived behavioral control, self‐efficacy, locus of control, and the theory of planned behavior 1. Journal of applied social psychology, 2002. 32(4): p. 665-683.DOI: https://doi.org/10.1111/j.1559-1816.2002.tb00236.x.
Nguyen, L.H., et al., Risk of COVID-19 among front-line health-care workers and the general community: a prospective cohort study. The Lancet Public Health, 2020. 5(9): p. e475-e483.DOI: https://doi.org/10.1016/S2468-2667(20)30164-X.
Wang, R.Y. and D.M. Strong, Beyond accuracy: What data quality means to data consumers. Journal of management information systems, 1996. 12(4): p. 5-33.DOI: https://doi.org/10.1080/07421222.1996.11518099.
Shamala, P., et al., Integrating information quality dimensions into information security risk management (ISRM). Journal of Information Security and Applications, 2017. 36: p. 1-10.DOI: https://doi.org/10.1016/j.jisa.2017.07.004.
Xu, Y., W. Yu, and Y. He, Research review and prospect of corporate social responsibility and consumers’ purchase intention. In Proceedings of the seventh international conference on management science and engineering management (pp. 675-686). Springer, Berlin, Heidelberg. 2014.DOI: https://doi.org/10.1007/978-3-642-40078-0_58.
Sundar, S.S., The MAIN model: A heuristic approach to understanding technology effects on credibility. 2008: MacArthur Foundation Digital Media and Learning Initiative Cambridge, MA.
Irianto, H., Consumers' attitude and intention towards organic food purchase: An extension of theory of planned behavior in gender perspective. International journal of management, economics and social sciences, 2015. 4(1): p. 17-31.
Smith, D.R.R., et al., The processing and perception of size information in speech sounds. The Journal of the Acoustical Society of America, 2005. 117(1): p. 305-318.DOI: https://doi.org/10.1121/1.1828637.
Schmitt, B., Experiential marketing. Journal of marketing management, 1999. 15(1-3): p. 53- 67.DOI: https://doi.org/10.1362/026725799784870496.
Yang, Z.-Y. and L.-Y. He, Goal, customer experience and purchase intention in a retail context in China: An empirical study. African Journal of Business Management, 2011. 5(16): p. 6738-6746.
Friman, M., Implementing quality improvements in public transport. Journal of Public transportation, 2004. 7(4): p. 3.DOI: https://doi.org/10.5038/2375-0901.7.4.3.
Makatouni, A., What motivates consumers to buy organic food in the UK? Results from a qualitative study. British food journal, Vol. 104 No. 3/4/5, pp. 345-352. 2002.DOI: https://doi.org/10.1108/00070700210425769.
Arnould, E.J. and L.L. Price, River magic: Extraordinary experience and the extended service encounter. Journal of consumer Research, 1993. 20(1): p. 24-45.DOI: https://doi.org/10.1086/209331.
Fornell, C. and D.F. Larcker, Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 1981. 18(1): p. 39-50.DOI: https://doi.org/10.1177/002224378101800104.
Fournier, S., Consumers and their brands: Developing relationship theory in consumer research.Journal of consumer research, 1998. 24(4): p. 343-373.DOI: https://doi.org/10.1086/209515.
Barsky, J. and L. Nash, Evoking emotion: affective keys to hotel loyalty. Cornell Hotel and Restaurant Administration Quarterly, 2002. 43(1): p. 39-46.DOI: https://doi.org/10.1016/S0010- 8804(02)80007-6.
Cronin Jr, J.J., M.K. Brady, and G.T.M. Hult, Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 2000. 76(2): p. 193-218.DOI: https://doi.org/10.1016/S0022-4359(00)00028-2.
Oliver, C., Sustainable competitive advantage: combining institutional and resource‐based views. Strategic management journal, 1997. 18(9): p. 697-713.DOI: https://doi.org/10.1002/(SICI)1097- 0266(199710)18:9<697::AID-SMJ909>3.0.CO;2-C.
Srinivasan, S.R. and R.K. Srivastava, Creating the futuristic retail experience through experiential marketing: Is it possible? An exploratory study. Journal of Retail & Leisure Property, 2010. 9(3): p. 193-199.DOI: https://doi.org/10.1057/rlp.2010.12.
Vlontzos, G., L. Kyrgiakos, and M.N. Duquenne, What are the main drivers of young consumers purchasing traditional food products? European field research. Foods, 2018. 7(2): p. 22.DOI: https://doi.org/10.3390/foods7020022.
Çabuk, S., C. Tanrikulu, and L. Gelibolu, Understanding organic food consumption: attitude as a mediator. International Journal of consumer studies, 2014. 38(4): p. 337-345.DOI: https://doi.org/10.1111/ijcs.12094.
Michaelidou, N. and L.M. Hassan, The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International journal of consumer studies, 2008. 32(2): p. 163-170.DOI: https://doi.org/10.1111/j.1470-6431.2007.00619.x.
Liu, B., Uncertainty theory. In Uncertainty theory (pp. 205-234). Springer, Berlin, Heidelberg.2007.DOI: https://doi.org/10.1007/978-3-540-73165-8_5.
Kim, H.Y. and J.E. Chung, Consumer purchase intention for organic personal care products.Journal of consumer Marketing, 28(1). 2011.DOI: https://doi.org/10.1108/07363761111101930.
Piqueras-Fiszman, B. and C. Spence, Sensory expectations based on product-extrinsic food cues: An interdisciplinary review of the empirical evidence and theoretical accounts. Food Quality and Preference, 2015. 40: p. 165-179.DOI: https://doi.org/10.1016/j.foodqual.2014.09.013.
Yarar, N. and U.R. Orth, Consumer lay theories on healthy nutrition: AQ methodology application in Germany. Appetite, 2018. 120: p. 145-157.DOI: https://doi.org/10.1016/j.appet.2017.08.026.
Ghazali, E., et al., Health and cosmetics: Investigating consumers’ values for buying organic personal care products. Journal of Retailing and Consumer Services, 2017. 39: p. 154-163.DOI: https://doi.org/10.1016/j.jretconser.2017.08.002.
Apaolaza, V., et al., Eat organic–Feel good? The relationship between organic food consumption, health concern and subjective wellbeing. Food quality and preference, 2018. 63: p. 51-62.DOI: https://doi.org/10.1016/j.foodqual.2017.07.011.
Chrysochou, P. and K.G. Grunert, Health-related ad information and health motivation effects on product evaluations. Journal of Business Research, 2014. 67(6): p. 1209-1217.DOI: https://doi.org/10.1016/j.jbusres.2013.05.001.
Finlay, K.A., D. Trafimow, and E. Moroi, The importance of subjective norms on intentions to perform health behaviors. Journal of Applied Social Psychology, 1999. 29(11): p. 2381-2393.DOI: https://doi.org/10.1111/j.1559-1816.1999.tb00116.x.
Hair, J.F., et al., Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods. Journal of the academy of marketing science, 2017. 45(5): p. 616- 632.DOI: https://doi.org/10.1007/s11747-017-0517-x.
Behr, M. and M. Becker, Scales for experiencing emotions: Awareness, appraisal and regulation of one’s own emotions. Hellenic Journal of Psychology, 2012. 9(3): p. 278-303.
Singh, A. and P. Verma, Factors influencing Indian consumers' actual buying behaviour towards organic food products. Journal of cleaner production, 2017. 167: p. 473-483.DOI: https://doi.org/10.1016/j.jclepro.2017.08.106.
Cui, L., et al., The influence of the diffusion of food safety information through social media on consumers’ purchase intentions: An empirical study in China. Data Technologies and Applications, 53(2), 230–248, 2019.DOI: https://doi.org/10.1108/DTA-05-2018-0046.
Cha, S.-S. and M.-H. Shin, The effect of delivery food on customer emotional response and repurchase intention. The Korean journal of food & health convergence, 2021. 7(2): p. 1-10.
Pinochet, L.H.C., et al., The influence of the attributes of “Internet of Things” products on functional and emotional experiences of purchase intention. Innovation & Management Review, 2018.DOI: https://doi.org/10.1108/INMR-05-2018-0028.
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Author
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
