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Factors influencing intention to purchase fraudulent honey among Malaysian consumers

This study explores the topic of food fraud using honey as the context. Honey has been identified statistically as one of the most adulterated ingredients. It has a long history of dilution, substitution, misrepresentation of floral source, and geographical origin. The fraudulent honey industry has...

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Main Author: Ahmad, Nur Nisaa
Format: Thesis
Language:English
Published: 2021
Subjects:
Honey
Food fraud
Online Access:http://psasir.upm.edu.my/id/eprint/104727/1/Nur%20Nisaa%20Ahmad%20-%20IR.pdf
http://psasir.upm.edu.my/id/eprint/104727/
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spelling my.upm.eprints.1047272023-10-05T07:53:17Z http://psasir.upm.edu.my/id/eprint/104727/ Factors influencing intention to purchase fraudulent honey among Malaysian consumers Ahmad, Nur Nisaa This study explores the topic of food fraud using honey as the context. Honey has been identified statistically as one of the most adulterated ingredients. It has a long history of dilution, substitution, misrepresentation of floral source, and geographical origin. The fraudulent honey industry has caused millions of dollars lost among pure honey producers around the world. But more alarmingly, the nutritional contents have been jeopardised by the fraudsters, which has resulted in consumers suffering monetary loss and exposed to health hazards. Gullible consumers create convenient targets for motivated offenders to take advantage of. Ignorance in consumers leads to poor buying practices. Our central thesis is that awareness influences the consumers' purchase intention, which later dictates their purchasing decision. Ideally, increasing awareness about honey fraud would minimise the purchase of fraudulent honey, hence encouraging fair competition among traders and eventually reducing the supply of fraudulent honey. Given the limited research on this topic, this paper aims to assess consumer awareness about fraudulent honey and its impact on purchase intention using an extended Theory of Planned Behaviour model. A quantitative online questionnaire survey was administered among Malaysian honey consumers. Multiple regression analysis was employed to generate the relationship between awareness, attitude, subjective norms, perceived behavioural control, and consumers' intention to purchase fraudulent honey. Findings show that consumers are aware of fraudulent honey but choose to buy it. 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 choose to purchase fraudulent honey because it fulfils their needs. 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. 2021-07 Thesis NonPeerReviewed text en http://psasir.upm.edu.my/id/eprint/104727/1/Nur%20Nisaa%20Ahmad%20-%20IR.pdf Ahmad, Nur Nisaa (2021) Factors influencing intention to purchase fraudulent honey among Malaysian consumers. Masters thesis, Universiti Putra Malaysia. Honey Food fraud
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
topic Honey
Food fraud
spellingShingle Honey
Food fraud
Ahmad, Nur Nisaa
Factors influencing intention to purchase fraudulent honey among Malaysian consumers
description This study explores the topic of food fraud using honey as the context. Honey has been identified statistically as one of the most adulterated ingredients. It has a long history of dilution, substitution, misrepresentation of floral source, and geographical origin. The fraudulent honey industry has caused millions of dollars lost among pure honey producers around the world. But more alarmingly, the nutritional contents have been jeopardised by the fraudsters, which has resulted in consumers suffering monetary loss and exposed to health hazards. Gullible consumers create convenient targets for motivated offenders to take advantage of. Ignorance in consumers leads to poor buying practices. Our central thesis is that awareness influences the consumers' purchase intention, which later dictates their purchasing decision. Ideally, increasing awareness about honey fraud would minimise the purchase of fraudulent honey, hence encouraging fair competition among traders and eventually reducing the supply of fraudulent honey. Given the limited research on this topic, this paper aims to assess consumer awareness about fraudulent honey and its impact on purchase intention using an extended Theory of Planned Behaviour model. A quantitative online questionnaire survey was administered among Malaysian honey consumers. Multiple regression analysis was employed to generate the relationship between awareness, attitude, subjective norms, perceived behavioural control, and consumers' intention to purchase fraudulent honey. Findings show that consumers are aware of fraudulent honey but choose to buy it. 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 choose to purchase fraudulent honey because it fulfils their needs. 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.
format Thesis
author Ahmad, Nur Nisaa
author_facet Ahmad, Nur Nisaa
author_sort Ahmad, Nur Nisaa
title Factors influencing intention to purchase fraudulent honey among Malaysian consumers
title_short 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_sort factors influencing intention to purchase fraudulent honey among malaysian consumers
publishDate 2021
url http://psasir.upm.edu.my/id/eprint/104727/1/Nur%20Nisaa%20Ahmad%20-%20IR.pdf
http://psasir.upm.edu.my/id/eprint/104727/
_version_ 1781706736000827392
score 13.211869

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