Investigating the purchase intention toward healthy drinks among Urban consumers in Malaysia

Abstract

ABSTRACTThis study aims to investigate whether attitude (ATT), subjective norm (SN), perceived behavioral control (PBC), brand, awareness (AWS), and trust and would influence the purchase intentions toward healthy drinks among urban consumers in Malaysia. Furthermore, the authors examine the influence of AWS and trust on consumers’ ATT toward healthy drinks. This study adopted the extended model of Theory of Planned Behavior (TPB) of Ajzen, which included brand, AWS, and trust with ATTs, SN, and PBC to investigate consumers’ purchase intention toward healthy drinks. A total of 323 usable surveys were received from consumers in Penang and Kuala Lumpur. Data obtained from the survey were then analyzed using SPSS and Smart PLS. The results indicated that ATT, SN and PBC in the standard TPB model were supported. Trust as the additional determinant also proved to influence consumers’ purchase intention toward healthy drinks. Trust and AWS also have a positive and significant relationship with consumers’ ATT toward healthy drinks. Surprisingly, brand and AWS were found insignificant in influencing consumers’ purchase intention toward healthy drinks.