Eating with a purpose: development and motivators for consumption of superfood

• Main Authors: Phuah, Kit Teng, Khoong, Tai Wai, Abdullah, Siti Intan Nurdiana Wong, Ow, Mun Waei, Wong, Kelly Kai Seng
• Format: Article
• Language: English
• Published: Malaysian Consumer and Family Economics Association 2020
• Online Access: http://psasir.upm.edu.my/id/eprint/88546/1/ABSTRACT.pdf; http://psasir.upm.edu.my/id/eprint/88546/; https://majcafe-com.bsenetwork.biz/2020/10/03/vol-24-2020/

This research aimed to examine an integrated and modified Health Belief Model by encapsulating the factors influencing consumer likelihood to consume superfoods as adjusted to the Malaysian population. It was conducted in Peninsular Malaysia from May 2019 until October 2019 using a sample size of 1,...