Place Effect on Health Food Consumption Patterns: Among Malaysian Consumers

Abstract

Purpose: Healthy foods refer to foods that are safe for consumption, fine in quality and are nutritious in meeting the principle for sustainability of health. Recently consumption of healthy food has emerged as alternative approach for preventing form obesity and chronic diseases, that affecting Malaysia with high threat , in which unhealthy food consumption is now the leading cause of morbidity and mortality in low and middle-income social classes. The aim of this paper is to investigate on effect of the variable place on the consumption patterns of healthy food with mediating effect of consumer lifestyle. Based on that, this conceptual framework is constructed of four variables place as independent variables, consumption patterns of healthy food as dependent variable. Moreover, this research also proposed consumer lifestyle as mediator. Based on the arguments in the article, three major hypotheses were developed to refine our understanding of the consumption patterns.