Intention To Consume Towards Functional Foods Among Senior Citizen In Malaysia

Febian Flaviana Ivy, Sharifah Nurafizah Syed Annuar
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Abstract

The trend nowadays is that when consumers prefer convenient food compared to healthy food. Due to numerous health threats, the demands for health foods are increasing. This can be seen from the number of purchases of functional foods which have improved tremendously in the market. This study was conducted to examine the influence of perceived susceptibility, perceived benefits and cue to action on intention to consume functional food among senior citizen. The respondents were 250 conveniently selected senior citizen who are visiting shopping mall. Data were collected by using a selfadministered questionnaire. The findings revealed that one factor such as perceived benefit recorded a significant and positive influence on intention to consume functional food. On the other hand, perceived susceptibility and cue to action were deemed as not significant in influencing functional food consumption intention. Future study was also proposed.
马来西亚老年人对功能性食品的消费意向
现在的趋势是消费者更喜欢方便食品而不是健康食品。由于许多健康威胁,对保健食品的需求正在增加。这可以从市场上功能性食品的购买量有了很大的提高看出。本研究旨在探讨认知易感性、认知益处和行为提示对老年人功能性食品消费意愿的影响。调查对象是250名正在逛商场的老人。数据收集采用自填问卷。研究结果显示,感知益处等因素对功能性食品的消费意愿有显著的积极影响。另一方面,感知易感性和行动提示对功能食品消费意愿的影响不显著。并对今后的研究提出了建议。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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