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Structural Equation Modeling for Healthy Food Products Purchase Intentions

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Health promoting goods and services have been recognized as one of the elements that drive healthy living and seen pivotal to reduce the number of critical illnesses. The purpose of this study is to examine the relationship between health concerns with attitude towards healthy food products, subjective norms, behavioral control and moral obligation which in turn may affect the purchase intention of healthy food products. The theoretical framework is based on Theory of Planned Behavior (TPB). Data was collected from 311 convenience sample using 7-points Likert scale items. Confirmatory factor analysis and structural equation modeling were employed in the data analysis. The results indicate that health concerns have significant effect on the four constructs of the TPB which in turn have significant effect on purchase intentions of healthy food products.
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Keywords: Food; Health Concern; Healthy Product; Purchase Intention

Document Type: Research Article

Affiliations: 1: Malaysian Academy of SME and Entrepreneurship Development (MASMED), Universiti Teknologi MARA Shah Alam, Malaysia 2: Faculty of Business Management, Universiti Teknologi MARA Selangor, Puncak Alam Campus, Malaysia 3: Faculty of Computer and Mathematical Sciences, Universiti Teknologi, MARA Pahang, Malaysia 4: Faculty of Business Management, Universiti Teknologi MARA Pahang, Malaysia

Publication date: April 1, 2017

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