Consumer Demand for Healthy Food: Evidence from a Regional Context in Malaysia

Abstract

Many urban Malaysians dine out, as evident from the high frequency of food consumed outside of home. Unfortunately, poor dietary habits and inadequate physical activity have contributed towards obesity and increased risk of diet-related non-communicable diseases in Malaysia. Approximately 8.1% of Malaysians are living with diabetes, hypertension, and high cholesterol. Consequently, improvements and modifications in the dietary intake are critical; even when dining out. Although many Malaysians would like to eat healthily, the high costs associated with healthy food acts as a deterrent. Thus, this study aimed to determine factors predicting consumers’ behavioral intention toward healthy food when dining out. Using the cross-sectional study design, quantitative data from 385 Malaysian living in Klang Valley were collected through online survey by sharing the Google form through social media. The findings revealed that health factors, social and subjective norms, attitudes, and price significantly affected consumers’ behavioral intentions in choosing healthy food in the food service industry. Moreover, price is the most influential factor in choosing healthy food followed by the health factor. Furthermore, age, marital status, employment status, and household monthly income significantly affected the behavioral intentions to choose healthy food. Restaurateurs should consider more reasonably priced healthy food options to benefit from the healthy eating trend in Malaysia and to fulfil consumer demand for healthy food when dining out.