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The structural model of consumer intention and behaviour towards functional foods in Pakistan

Functional foods provide nutrients, prevent nutrition-related diseases and enhance physical and mental well-being. However, people in Pakistan face many nutritionrelated diseases. This study investigates the impact of procurement goals, (i.e., health, mood, convenience, sensory appeal, natural conte...

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Main Author: Akhtar, Muhammad Farooq
Format: Thesis
Language:English
English
English
Published: 2023
Subjects:
R Medicine (General)
RA0421 Public health. Hygiene. Preventive Medicine
Online Access:https://etd.uum.edu.my/10839/1/Grant%20the%20permission_s904197.pdf
https://etd.uum.edu.my/10839/2/s904197_01.pdf
https://etd.uum.edu.my/10839/3/s904197_02.pdf
https://etd.uum.edu.my/10839/
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spelling my.uum.etd.108392023-12-27T07:35:04Z https://etd.uum.edu.my/10839/ The structural model of consumer intention and behaviour towards functional foods in Pakistan Akhtar, Muhammad Farooq R Medicine (General) RA0421 Public health. Hygiene. Preventive Medicine Functional foods provide nutrients, prevent nutrition-related diseases and enhance physical and mental well-being. However, people in Pakistan face many nutritionrelated diseases. This study investigates the impact of procurement goals, (i.e., health, mood, convenience, sensory appeal, natural content, weight control, familiarity, price, and ethical concerns), approval goals, consumer attitudes, consumer subjective norms, consumer perceived behavioral control, consumer intentions and consumer behaviour towards functional foods. In addition, this study also investigates the moderating role of nutritional information between consumer intentions and behavior towards functional foods. A quantitative approach was used for the study, where data was collected through a questionnaire from 384 respondents in Pakistan through convenience sampling. Partial least squares-structural equation modeling (PLS-SEM) revealed a significant impact of procurement goals (i.e., health, familiarity, and price) on consumer attitude and between approval goals on consumer subjective norms. Moreover, consumer attitude and consumer subjective norms significantly influence consumer intention. Subsequently, consumer intention affects consumer behaviorntowards functional foods. However, insignificant relationships were found between procurement goals (i.e., mood, convenience, sensory appeal, natural content, weight control, ethical concerns) and consumer attitudes and between consumer-perceived behavioral control and consumer intention. In addition, nutritional information does not moderate the relationship between consumer intention and consumer behaviour toward functional foods. In terms of theoretical implications, this study applied the theory of reasoned goal pursuit (TRGP) with the addition of nutritional information derived from the heuristic system model in a single framework to assess consumer intentions and consumer behavior towards functional foods, as well as the moderating role of nutritional information in the Pakistan context. Marketing managers should emphasize the importance of procurement and approval goals as well as aspects of attitude, subjective norms, and perceived behavioral control in formulating effective strategies for the meaningful consumption of functional foods to address nutritional deficiencies and cure diseases. 2023 Thesis NonPeerReviewed text en https://etd.uum.edu.my/10839/1/Grant%20the%20permission_s904197.pdf text en https://etd.uum.edu.my/10839/2/s904197_01.pdf text en https://etd.uum.edu.my/10839/3/s904197_02.pdf Akhtar, Muhammad Farooq (2023) The structural model of consumer intention and behaviour towards functional foods in Pakistan. Doctoral thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
English
topic R Medicine (General)
RA0421 Public health. Hygiene. Preventive Medicine
spellingShingle R Medicine (General)
RA0421 Public health. Hygiene. Preventive Medicine
Akhtar, Muhammad Farooq
The structural model of consumer intention and behaviour towards functional foods in Pakistan
description Functional foods provide nutrients, prevent nutrition-related diseases and enhance physical and mental well-being. However, people in Pakistan face many nutritionrelated diseases. This study investigates the impact of procurement goals, (i.e., health, mood, convenience, sensory appeal, natural content, weight control, familiarity, price, and ethical concerns), approval goals, consumer attitudes, consumer subjective norms, consumer perceived behavioral control, consumer intentions and consumer behaviour towards functional foods. In addition, this study also investigates the moderating role of nutritional information between consumer intentions and behavior towards functional foods. A quantitative approach was used for the study, where data was collected through a questionnaire from 384 respondents in Pakistan through convenience sampling. Partial least squares-structural equation modeling (PLS-SEM) revealed a significant impact of procurement goals (i.e., health, familiarity, and price) on consumer attitude and between approval goals on consumer subjective norms. Moreover, consumer attitude and consumer subjective norms significantly influence consumer intention. Subsequently, consumer intention affects consumer behaviorntowards functional foods. However, insignificant relationships were found between procurement goals (i.e., mood, convenience, sensory appeal, natural content, weight control, ethical concerns) and consumer attitudes and between consumer-perceived behavioral control and consumer intention. In addition, nutritional information does not moderate the relationship between consumer intention and consumer behaviour toward functional foods. In terms of theoretical implications, this study applied the theory of reasoned goal pursuit (TRGP) with the addition of nutritional information derived from the heuristic system model in a single framework to assess consumer intentions and consumer behavior towards functional foods, as well as the moderating role of nutritional information in the Pakistan context. Marketing managers should emphasize the importance of procurement and approval goals as well as aspects of attitude, subjective norms, and perceived behavioral control in formulating effective strategies for the meaningful consumption of functional foods to address nutritional deficiencies and cure diseases.
format Thesis
author Akhtar, Muhammad Farooq
author_facet Akhtar, Muhammad Farooq
author_sort Akhtar, Muhammad Farooq
title The structural model of consumer intention and behaviour towards functional foods in Pakistan
title_short The structural model of consumer intention and behaviour towards functional foods in Pakistan
title_full The structural model of consumer intention and behaviour towards functional foods in Pakistan
title_fullStr The structural model of consumer intention and behaviour towards functional foods in Pakistan
title_full_unstemmed The structural model of consumer intention and behaviour towards functional foods in Pakistan
title_sort structural model of consumer intention and behaviour towards functional foods in pakistan
publishDate 2023
url https://etd.uum.edu.my/10839/1/Grant%20the%20permission_s904197.pdf
https://etd.uum.edu.my/10839/2/s904197_01.pdf
https://etd.uum.edu.my/10839/3/s904197_02.pdf
https://etd.uum.edu.my/10839/
_version_ 1787138717399384064
score 13.211869

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