Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/289296 
Year of Publication: 
2022
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 9 [Issue:] 1 [Article No.:] 2135212 [Year:] 2022 [Pages:] 1-24
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
This study investigates the determinants of buying intention towards healthy foods in Malaysia through a modification of the theory of planned behavior. The moderating role of food safety trust is also analyzed in the study. Drawing on an online questionnaire survey from 375 respondents in Malaysia during the COVID-19 time, the empirical results revealed that food safety concern, health consciousness, nutritional content, attitude, and premium price, significantly affect buying intention. Food safety trust significantly moderates the relationship between buying intention and food safety concern, health consciousness as well as nutritional content. Implications and guidelines are discussed for the policy makers and practitioners. This study developed a model by integrating cognitive product-related factors along with TPB constructs. The findings of this article are of special value for public and private organizations to manage and market healthy foods during the COVID-19 pandemic era.
Subjects: 
COVID-19
food safety trust
Healthy foods
theory of planned behavior
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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