ISSN: 2222-6990
Open access
This paper aims to assess consumer awareness about fraudulent honey and its impact on purchase intention using an extended Theory of Planned Behaviour model. An online questionnaire survey was administered among honey consumers in Malaysia. Multiple regression analysis was employed on the 289-obtained-data to generate the relationship between awareness, attitude, subjective norms, perceived behavioural control, and consumers' intention to purchase fraudulent honey. Findings show that attitude and perceived behavioural control have a significant and positive relationship with the intention to purchase fraudulent honey. Consumers' unfavourable attitude towards fraudulent honey diminishes their intention to purchase it. Whereas, even with high perceived behavioural control, consumers decide to purchase fraudulent honey because it fulfils their needs. Consumers are aware of fraudulent honey and choose to buy it since it is cheaper and readily available. This study's practical implication is for marketers and policymakers to develop programs or create proper channels to educate consumers in making wise purchasing decisions. Ultimately, consumers have the right to make their own decision.
Ahmad, M. S., Jamil, A., Latif, K. F., Ramayah, T., Ai Leen, J. Y., Memon, M., & Ullah, R. (2019). Using food choice motives to model Pakistani ethnic food purchase intention among tourists. British Food Journal, 122(6), 1731-1753. https://doi.org/10.1108/BFJ-01-2019-0024
Ajzen, I. (1991). The theory of planned behaviour. Organisational Behaviour and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Ali, A., Xiaoling, G., Sherwani, M., & Hussain, S. (2018). Expanding the theory of planned behaviour to predict Chinese Muslims halal meat purchase intention. British Food Journal, 120(1), 2-17. https://doi.org/10.1108/BFJ-05-2017-0278
Amalia, F. A., Sosianika, A., & Suhartanto, D. (2020). Indonesian Millennials' Halal food purchasing: merely a habit? British Food Journal, 122(4), 1185-1198. https://doi.org/10.1108/BFJ-10-2019-0748
Amin, S., & Tarun, M. T. (2020). Effect of consumption values on customers' green purchase intention: a mediating role of green trust. Social Responsibility Journal. https://doi.org/10.1108/SRJ-05-2020-0191
Azam, A. (2016). An empirical study on non-Muslim's packaged halal food manufacturers: Saudi Arabian consumers' purchase intention. Journal of Islamic Marketing, 7(4), 441-460. https://doi.org/10.1108/JIMA-12-2014-0084
Bashir, A. M. (2019). Effect of halal awareness, halal logo and attitude on foreign consumers' purchase intention. British Food Journal, 121(9), 1998-2015. https://doi.org/10.1108/BFJ-01-2019-0011
Batt, P. J., & Liu, A. (2012). Consumer behaviour towards honey products in Western Australia. British Food Journal, 114(2), 285-297. https://doi.org/10.1108/00070701211202449
Blanc, S., Zanchini, R., Di Vita, G., & Brun, F. (2021). The role of intrinsic and extrinsic characteristics of honey for Italian millennial consumers. British Food Journal. https://doi.org/10.1108/BFJ-07-2020-0622
Chung, J., Stoel, L., Xu, Y., & Ren, J. (2012). Predicting Chinese consumers' purchase intentions for imported soy?based dietary supplements. British Food Journal, 114(1), 143-161. https://doi.org/10.1108/00070701211197419
Dangi, N., Narula, S. A., & Gupta, S. K. (2020). Influences on purchase intentions of organic food consumers in an emerging economy. Journal of Asia Business Studies, 14(5), 599-620. https://doi.org/10.1108/JABS-12-2019-0364
Fakhlaei, R., Selamat, J., Khatib, A., Razi, A. F. A., Sukor, R., Ahmad, S., & Babadi, A. A. (2020). The toxic impact of honey adulteration: A review. Foods, 9(11), 1538. https://doi.org/10.3390/foods9111538
Fernandes, C. (2013). Analysis of counterfeit fashion purchase behaviour in UAE. Journal of Fashion Marketing and Management, 17(1), 85-97. https://doi.org/10.1108/13612021311305155
Fishbein, M. (1980). A theory of reasoned action: some application and implications. Nebraska Symposium on Motivation, University of Nebraska Press, 27, 65?116. Lincoln, Nebraska.
Ghansah, F. A., Owusu-Manu, D. G., Ayarkwa, J., Edwards, D. J., & Hosseini, M.R. (2021). Assessing the level of awareness of smart building technologies (SBTs) in the developing countries. Journal of Engineering, Design and Technology. https://doi.org/10.1108/JEDT-11-2020-0465
Gupta, N., & Panchal, P. (2009). Extent of awareness and food adulteration detection in selected food items purchased by home makers. Pakistan Journal of Nutrition, 8, 660-667. DOI: 10.3923/pjn.2009.660.667
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis (7th ed.). Upper Saddle River, New York: Prentice-Hall, Inc.
Hassan, H., Sade, A. B., & Subramaniam, L. S. (2020). Purchasing functional foods to stay fit. Journal of Humanities and Applied Social Sciences, 2(1), 3-18. https://doi.org/10.1108/JHASS-11-2019-0073
Ishwar, S., Dudeja, P., Shankar, M. P., Swain, S., & Mukherji, S. (2016). 'Jago Grahak Jago': A cross-sectional study to assess awareness about food adulteration in an urban slum. Medical Journal Armed Forces India, 74(1), 57-60.
James, M. X., Hu, Z., & Leonce, T. E. (2019). Predictors of organic tea purchase intentions by Chinese consumers: Attitudes, subjective norms and demographic factors. Journal of Agribusiness in Developing and Emerging Economies, 9(3), 202-219. https://doi.org/10.1108/JADEE-03-2018-0038
Jin Ma, Y., Littrell, M. A., & Niehm, L. (2012). Young female consumers' intentions toward fair trade consumption. International Journal of Retail and Distribution Management, 40(1), 41-63. https://doi.org/10.1108/09590551211193595
Kallas, Z., Alba, M. F., Casellas, K., Berges, M., Degreef, G., & Gil, J. M. (2019). The development of short food supply chain for locally produced honey: Understanding consumers' opinions and willingness to pay in Argentina. British Food Journal. https://doi.org/10.1108/BFJ-01-2019-0070
Kamaruddin, M. Y., Joesima, H., & Nuruddin, M. A. M. (2006). The presence of adulterated and synthetic honeys in Malaysia. Proceedings for 1st International Conference on the Medicinal Uses of Honey, USM, Kota Bharu, Kelantan.
Lim, Y. H., Lada, S., Ullah, R., & Abdul Adis, A. A. (2020). Non-Muslim consumers' intention to purchase halal food products in Malaysia. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-06-2020-0172
Marmaya, N., Zakaria, Z., & Desa, M. N. (2019). Gen Y consumers' intention to purchase halal food in Malaysia: a PLS-SEM approach. Journal of Islamic Marketing, 10(3), 1003-1014. https://doi.org/10.1108/JIMA-08-2018-0136
Mohammed, A. A. (2020). What motivates consumers to purchase organic food in an emerging market? An empirical study from Saudi Arabia. British Food Journal. https://doi.org/10.1108/BFJ-07-2020-0599
Moore, J. C., Spink, J., & Lipp, M. (2012). Development and application of a database of food ingredient fraud and economically motivated adulteration from 1980 to 2010. Journal of Food Science, 77(4), R118- R126. doi.org/10.1111/j.1750-3841.2012.02657.x
Murphy, M., Cowan, C., Henchion, M., & O'Reilly, S. (2000). Irish consumer preferences for honey: a conjoint approach. British Food Journal, 102(8), 585-598. https://doi.org/10.1108/00070700010348424
Nasreen, S., & Ahmed, T. (2014). Food adulteration and consumer awareness in Dhaka City, 1995-2011. Journal of Health, Population and Nutrition, 32(3): 452-464. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4221451/
Oroian, M., Paduret, S., & Ropciuc, S. (2018). Honey adulteration detection: Voltammetric e-tongue verses official methods for physicochemical parameter determination. Journal of the Science of Food and Agriculture, 98(11), 4304-4311. doi.org/10.1002/jsfa.8956
Pallant, J. (2016). A step by step guide to data analysis using IBM SPSS. Berkshire, England: McGraw Hill Education.
PWC. (2017). Food fraud vulnerability assessment. Retrieved from https://www.pwc.com/gx/en/services/food-supply-integrity-services/food-fraud-vulnerability-assessment.html
Rabbanee, F. K., Afroz, T., & Naser, M. M. (2020). Are consumers loyal to genetically modified food? Evidence from Australia. British Food Journal, 123(2), 803-819. https://doi.org/10.1108/BFJ-11-2019-0832
Rekha, N. S., & Paul, M. M. (2018). Consumer awareness regarding food adulteration and its incidence in the market. International Journal of Research in Applied, 6(10), 29-34.
Se, K. W., Wahab, R. A., Yaacob, S. N., & Ghoshal, S. K. (2019). Detection techniques for adulterants in honey: Challenges and recent trends. Journal of Food Composition and Analysis, 80, 16-32. https://doi.org/10.1016/j.jfca.2019.04.001
Alam, S., & Sayuti, M. N. (2011). Applying the Theory of Planned Behaviour (TPB) in halal food purchasing. International Journal of Commerce and Management, 21(1), 8-20. https://doi.org/10.1108/10569211111111676
Soares, S., Amaral, J. S., Beatriz, M. P. P. O., & Mafra, I. (2017). A comprehensive review on the main honey authentication issues: Production and origin. Comprehensive reviews in food Science and food safety, 16(5), 1072-1100. https://doi.org/10.1111/1541-4337.12278
Teng, C. C., & Wang, Y. M. (2015). Decisional factors driving organic food consumption: Generation of consumer purchase intentions. British Food Journal, 117(3), 1066-1081. https://doi.org/10.1108/BFJ-12-2013-0361-comercializar-miel-con-trazabilidad-desde-su-origen_975497
Wang, L., Wong, P. P. W., & Alagas, N. E. (2020). Antecedents of green purchase behaviour: an examination of altruism and environmental knowledge. International Journal of Culture, Tourism and Hospitality Research, 14(1), 63-82. https://doi.org/10.1108/IJCTHR-02-2019-0034
Xin, L., & Seo, S. (2019). The role of consumer ethnocentrism, country image, and subjective knowledge in predicting intention to purchase imported functional foods. British Food Journal, 122(2), 448-464. https://doi.org/10.1108/BFJ-05-2019-0326
Yadav, R., & Pathak, G. S. (2017). Determinants of Consumers' Green Purchase Behaviour in a Developing Nation: Applying and Extending the Theory of Planned Behaviour. Ecological Economics, 134, 114-122. https://doi.org/10.1016/j.ecolecon.2016.12.019
Zheng, Z., Gao, Y., Zhang, Y., & Henneberry, S. (2017). Changing attitudes toward genetically modified foods in urban China. China Agricultural Economic Review, 9(3), 397-414. https://doi.org/10.1108/CAER-04-2017-0061
Zhou, Y., Thogersen, J., Ruan, Y., & Huang, G. (2013). The moderating role of human values in planned behaviour: the case of Chinese consumers' intention to buy organic food. Journal of Consumer Marketing, 30(4), 335-344. https://doi.org/10.1108/JCM-02-2013-0482
Zhu, W., Yao, N. C., Ma, B., & Wang, F. (2018). Consumers' risk perception, information seeking, and intention to purchase genetically modified food: An empirical study in China. British Food Journal, 120(9), 2182-2194. https://doi.org/10.1108/BFJ-11-2017-0622
In-Text Citation: (Ahmad et al., 2021)
To Cite this Article: Ahmad, N. N., Khairatun, S. N., & Abidin, U. F. U. Z. (2021). Factors influencing Intention to Purchase Fraudulent Honey among Malaysian Consumers. International Journal of Academic Research in Business and Social Sciences, 11(4), 134-149.
Copyright: © 2021 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode