CONSUMER’S BUYING INTENTION TOWARDS FIBRE-FORTIFIED SNACK FOOD
DOI:
https://doi.org/10.48047/v8ward90Keywords:
Buying Intention, Fortified Snack Food, Fibre, Theory of Reasoned ActionAbstract
There is a growing trend of awareness of dietary fibre products that support a healthy diet and lifestyle. Fortification of food is about adding extra nutrients such as fibre to food products that are normally absent from the food itself. Although the demand and growth of the number of fortified food product is substantial and fast in Malaysia, the real factors that influence the consumer’s buying intention towards the fortified food market in Malaysia is still lacking
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References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Al-Swidi, A., Huque, S. M. R., Hafeez, M. H., & Shariff, M. N. M. (2014). The role of subjective norms in theory of planned behavior in the context of organic food consumption. British Food Journal, 116(10), 1561–1580. https://doi.org/10.1108/BFJ-05-2013-0105
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