The purpose of this study is to identify the influence of factors that affect the tendency to use sunnah functional foods among students using the Theory of Planned Behaviour (TPB). There are three variables for the TPB theory which are attitude, subjective norms and perceived behaviour control which are analysed together with a mediator variable, health claim. This study was quantitative and applied questionnaires as a research instrument in the data collection process. 422 students were selected to be a sample of the study based on a random sampling method of a one-tier cluster. The combination of descriptive and inferential statistics is done in data processing to achieve the objective of the study. The results of the analysis showed that there were four (4) significant hypotheses that also supported the findings. The findings of the analysis show that two variables, which are subjective norms and behavioural controls on the tendency to use sunnah functional foods, are significantly related. Mediator variables show the effect of a moderate intermediary through two variables, attitude and behavioural control. The result of this analysis shows that the TPB theory is able to predict the behaviour of the sunnah functional food. Health claims as a mediator variable are also found to be important as significant factors that attract users to use sunnah functional products. Therefore, the manufacturer's actions are marketing functional products by promoting health benefits affecting consumer behaviour. Consequently, producers need to be sensitive and responsible for the claims of the health capabilities offered in a product to ensure consumers receive the nutritional benefits and ultimately form consumer-positive healthy eating habits.
Alias, B. (1999) Statistik penyelidikan dalam pendidikan sains sosial. Bangi: Universiti Kebangsaan Malaysia.
Armitage, C. J., & Conner, M. (2001). Efficacy of the theory of planned behaviour: A meta?analytic review. British journal of social psychology, 40(4), 471-499.
Ajzen, I. (1991). The theory of planned behavior. Journal of Organizational behavior and human decision processes, 50(2), 179-211.
Ajzen, I. (2002). Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32, 665–683.
Bijttebier, P., Delva, D., Vanoost, S., Bobbaers, H., Lauwers, P., & Vertommen, H. (2000). Reliability and Validity of the Critical Care Family Needs Inventory in a Dutch-Speaking Belgian Sample. The Journal of Critical Care, 29(4), 278–86.
Bagozzi, R., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94.
Bai, L., Tang, J., Yang, Y., & Gong, S. (2014). Hygienic food handling intention. An application of the Theory of Planned Behavior in the Chinese cultural context. Food control, 42, 172-180.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Chaudhry, Q., Scotter, M., Blackburn, J., Ross, B., Boxall, A., Castle, L., & Watkins, R. (2008). Applications and implications of nanotechnologies for the food sector. Food Additives and Contaminants, 25(3), 241-258.
Chin, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modeling. In Modern Methods for Business Research (pp. 295–336). New Jersey:Laurence Erlbaum
Dawes, J. (2008). Do data characteristics change according to the number of scale points use? And experiment using 5 point 7 point and 10 point scales. International Journal of Market Research, 50(1), 1–20.
Duarte, P. A. O., & Raposo, M. L. B. (2010). A PLS Model to Study Brand Preference:An Application to the Mobile Phone Market. In V. E. Vinzi, W. W. Chin, J.Henseler, & H. Wang (Eds.), Handbook of Partial Least Squares Concept, Methods and Applications (pp. 449–485). Springer Berlin Heidelberg.
Euromonitor International. (2016). Perbelanjaan makanan fungsian di Malaysia. Retrive from Mac 5, 2017, http://www.euromonitor.com/search?txtSearch=functional+food
Farhana, I. (2015). Faktor-faktor yang mempengaruhi gelagat pembelian pengguna terhadap produk halal (Doctoral dissertation, Universiti Utara Malaysia).
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variable and Measuarement Error. Journal of Marketing Research, 18(1), 39–50.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Gotz, O., Liehr-Gobbers, K., & Krafft, M. (2010). Evaluation of Structural Equation Models Using the Partial Least Squares (PLS) Approach. In V. E. Vinzi, W. W.
Goetzke, B., Nitzko, S., & Spiller, A. (2014). Consumption of organic and functional food. A matter of well-being and health? Appetite, 77, 96-105.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The Use of Partial Least Squares Path Modeling in International Marketing. Advance in International Marketing, 20, 277–319.
Hayes, A. F., & Preacher, K. J. (2010). Quantifying and Testing Indirect Effects in Simple Mediation Models When the Constituent Paths Are Nonlinear. Multivariate Behavioral Research, 45, 627–660.
Ham, M., Jeger, M., & Ivkovi?, F. A. (2015). The role of subjective norms in forming the intention to purchase green food. Journal of Economic Research-Ekonomika Istraživanja, 28(1), 738-748.
Haque, A., Sarwar, A., Yasmin, F., Tarofder, A. K., & Hossain, M. A. (2015). Non-Muslim consumers’ perception toward purchasing halal food products in Malaysia. Journal of Islamic Marketing, 6(1), 133-147.
In-Text Citation: (Hamdan, Muhammad, Razak, & Mahjom, 2018)
To Cite this Article: Hamdan, R., Muhammad, F., Razak, A. A., & Mahjom, N. (2018). The Tendency to Use Sunnah Functional Food among Students in Malaysia. International Journal of Academic Research in Business and Social Sciences, 8(1), 747–761.
Copyright: © 2018 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
