A Study on Determinant of Honey Consumption in Sarawak

• Main Author: Nurshafiqah, Mohamad Safri
• Format: Final Year Project Report
• Language: English
• Published: Universiti Malaysia Sarawak, (UNIMAS) 2022
• Subjects: HF Commerce
• Online Access: http://ir.unimas.my/id/eprint/39852/1/NURSHAFIQAH%20BINTI%20MOHAMAD%20SAFRI%20%28fulltext%29.pdf; http://ir.unimas.my/id/eprint/39852/

The purpose of the study is to determine the consumption of honey in Sarawak. Data was collected using an online survey through Google Forms that focused on sites of people between the ages of 18 and 40 and above who had used local natural honey. Researchers used IBM SPSS Statistics version 26 (SPSS) to analyze the collected data. A study of 310 Sarawak customers was undertaken with the goal of applying the theory of planned behaviour (TPB) to explain the desire to purchase local honey. When new variables like habits, trust, price sensitivity, and perceived medical benefit are introduced, the TPB model's predictive power grows dramatically. The findings demonstrate that views determine whether people intend to buy local honey. These results may be used to focus private and public initiatives on consumers' intentions to buy honey. The relationship between attitude, subjective norm, price sensitivity, trust, habits, perceived medical benefit with purchase intention of honey is significant positive.