Linking attitude to actual purchase of herbal product in Malaysia: The moderating role of perceived risk

• Main Authors: Ismail, Sarina, Mohd Mokhtar, Sany Sanuri
• Format: Article
• Published: Asian Economic and Social Society 2016
• Subjects: HB Economic Theory
• Online Access: http://repo.uum.edu.my/19683/; http://search.proquest.com/docview/1778379311/abstract/492C983B541540DBPQ/1?accountid=42599

Drawing from Fishbein and Ajzen (1975) theory of planned behavior, this study hypothesized that attitude would each interact with perceived risk to predict actual purchase. Mall intercept survey was used to collect data from six states in Malaysia. A total of 473 out of 573 respondents completed and...