Abstract
Organic fast food among the Malaysian consumers is an emerging theme of discourse. As more people are eating foods bought from fast food restaurants, this eating out lifestyle further heightened the problems of unhealthy eating and unbalanced diets (Azlina et al., 2011). So, to help consumers improve their personal wellness, fast food restaurants should consider various organic meals into their extended services. Indeed, this work intends to weigh into the proposed factor (TPB constructs; subjective norm and perceived dominance and brand personality dimensions; sincerity, excitement, competence, sophistication and ruggedness) towards purchase intention of organic fast food in Malaysian perspective. The outcomes distinguish that three of the factors have a significant positive association with organic fast food intention to purchase normally, sincerity, competence and sophistication. Hence, the outcome proposed that the strongest ingredients in this relation are sincerity. Therefore, the researchers agreed that fast food operators may successfully incorporate brand personality variables such as sincerity, competence and sophistication to influence on the formation of customers’ intention of organic fast food. Hence, this study successfully develop theoretical and pragmatic aspects to discover the purchase intention of organic fast food on the perspective of Malaysian consumers’.
Highlights
Nowadays, a hundred millions of people without giving a much thought of their purchases bought a fast food every day (Janet, 2008). Jill (2004) stated, fast foods as a broad term used for a limited menu of foods that provide themselves to production-line techniques and products such as burgers, pizzas, chicken or sandwiches tend to specialize by suppliers
As a means to expand the original Theory of Planned Behaviour (TPB) model, we investigated the added amount of brand personality into the TPB construct to measure the intention to purchase of organic fast food by Malaysian consumers
Research In Malaysia, the organic fast food is weighed at the introductory level where not many people are concerned about
Summary
A hundred millions of people without giving a much thought of their purchases bought a fast food every day (Janet, 2008). Jill (2004) stated, fast foods as a broad term used for a limited menu of foods that provide themselves to production-line techniques and products such as burgers, pizzas, chicken or sandwiches tend to specialize by suppliers. When fast food is growing, diet food consumption growing in popularity through rising health awareness among consumers (Chang & Roth, 2001) thereby, the phenomenon of consuming organic food has emerged since people are starting to be cognizant of the importance of eating a healthy food in their daily life (Follows, 2000). The need for organic food is dramatically increased in Malaysia since the changes in consumers’ lifestyle and eating pattern to choose the intellectual nourishment that is healthy, eco-friendly and concerns towards food consumption and environmental issues (Zeinab, 2012). As a means to expand the original TPB model, we investigated the added amount of brand personality into the TPB construct to measure the intention to purchase of organic fast food by Malaysian consumers. All this research investigated the impact of subjective norm, perceived control, sincerity, excitement, competence, sophistication, ruggedness and purchase intention on organic fast food that is put on to flourish in the Malaysian market
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
