Factors influencing intention to purchase fraudulent honey among Malaysian consumers
This paper aims to assess consumer awareness about fraudulent honey and its impact on purchase intention using an extended Theory of Planned Behaviour model. An online questionnaire survey was administered among honey consumers in Malaysia. Multiple regression analysis was employed on the 289-obtain...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Human Resource Management Academic Research Society
2021
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| Online Access: | http://psasir.upm.edu.my/id/eprint/97281/1/ABSTRACT.pdf |
| _version_ | 1796983374918713344 |
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| author | Ahmad, Nur Nisaa Mohd Sharif, Siti Nurhayati Khairatun Ungku Zainal Abidin, Ungku Fatimah |
| author_facet | Ahmad, Nur Nisaa Mohd Sharif, Siti Nurhayati Khairatun Ungku Zainal Abidin, Ungku Fatimah |
| author_sort | Ahmad, Nur Nisaa |
| collection | UPM |
| description | This paper aims to assess consumer awareness about fraudulent honey and its impact on purchase intention using an extended Theory of Planned Behaviour model. An online questionnaire survey was administered among honey consumers in Malaysia. Multiple regression analysis was employed on the 289-obtained-data to generate the relationship between awareness, attitude, subjective norms, perceived behavioural control, and consumers' intention to purchase fraudulent honey. Findings show that attitude and perceived behavioural control have a significant and positive relationship with the intention to purchase fraudulent honey. Consumers' unfavourable attitude towards fraudulent honey diminishes their intention to purchase it. Whereas, even with high perceived behavioural control, consumers decide to purchase fraudulent honey because it fulfils their needs. Consumers are aware of fraudulent honey and choose to buy it since it is cheaper and readily available. This study's practical implication is for marketers and policymakers to develop programs or create proper channels to educate consumers in making wise purchasing decisions. Ultimately, consumers have the right to make their own decision. |
| first_indexed | 2024-03-06T11:05:38Z |
| format | Article |
| id | upm.eprints-97281 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-03-06T11:05:38Z |
| publishDate | 2021 |
| publisher | Human Resource Management Academic Research Society |
| record_format | dspace |
| spelling | upm.eprints-972812022-09-12T04:51:10Z http://psasir.upm.edu.my/id/eprint/97281/ Factors influencing intention to purchase fraudulent honey among Malaysian consumers Ahmad, Nur Nisaa Mohd Sharif, Siti Nurhayati Khairatun Ungku Zainal Abidin, Ungku Fatimah This paper aims to assess consumer awareness about fraudulent honey and its impact on purchase intention using an extended Theory of Planned Behaviour model. An online questionnaire survey was administered among honey consumers in Malaysia. Multiple regression analysis was employed on the 289-obtained-data to generate the relationship between awareness, attitude, subjective norms, perceived behavioural control, and consumers' intention to purchase fraudulent honey. Findings show that attitude and perceived behavioural control have a significant and positive relationship with the intention to purchase fraudulent honey. Consumers' unfavourable attitude towards fraudulent honey diminishes their intention to purchase it. Whereas, even with high perceived behavioural control, consumers decide to purchase fraudulent honey because it fulfils their needs. Consumers are aware of fraudulent honey and choose to buy it since it is cheaper and readily available. This study's practical implication is for marketers and policymakers to develop programs or create proper channels to educate consumers in making wise purchasing decisions. Ultimately, consumers have the right to make their own decision. Human Resource Management Academic Research Society 2021 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/97281/1/ABSTRACT.pdf Ahmad, Nur Nisaa and Mohd Sharif, Siti Nurhayati Khairatun and Ungku Zainal Abidin, Ungku Fatimah (2021) Factors influencing intention to purchase fraudulent honey among Malaysian consumers. International Journal of Academic Research in Business and Social Sciences, 11 (4). 134 - 149. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/9040/Factors-influencing-Intention-to-Purchase-Fraudulent-Honey-among-Malaysian-Consumers 10.6007/IJARBSS/v11-i4/9040 |
| spellingShingle | Ahmad, Nur Nisaa Mohd Sharif, Siti Nurhayati Khairatun Ungku Zainal Abidin, Ungku Fatimah Factors influencing intention to purchase fraudulent honey among Malaysian consumers |
| title | Factors influencing intention to purchase fraudulent honey among Malaysian consumers |
| title_full | Factors influencing intention to purchase fraudulent honey among Malaysian consumers |
| title_fullStr | Factors influencing intention to purchase fraudulent honey among Malaysian consumers |
| title_full_unstemmed | Factors influencing intention to purchase fraudulent honey among Malaysian consumers |
| title_short | Factors influencing intention to purchase fraudulent honey among Malaysian consumers |
| title_sort | factors influencing intention to purchase fraudulent honey among malaysian consumers |
| url | http://psasir.upm.edu.my/id/eprint/97281/1/ABSTRACT.pdf |
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