Determinants of Behavioural Intention on Sustainable Food Consumption among Consumers’ of Low Income Group: Empirical Evidence from Malaysia

Purpose – This paper aim to examine various determinants that influence consumers’ behavioural intention on sustainable food consumption among low income group in Penang, Malaysia. In addition, this paper also attempts to empirically test the hypothesized relationship between the determinants (i.e. attitudes, perceived barriers, personal norm and knowledge) and behavioural intention on sustainable food consumption. Design methodology/approach – Survey questionnaire is used to gather data. A total of 196 respondents completed the questionnaire and multiple regression analysis was used to test the hypothesized relationship. Findings – The results indicate that attitudes, perceive barriers, knowledge are determinants that influence consumers’ behavioural intention on sustainable food consumption. Likewise, hypothesized relationship on there is a positive and significant relationship between attitudes and knowledge towards behavioural intention on sustainable food consumption are accepted. Similarly, hypothesized relationship on there is a negative and significant relationship between perceive barriers and behavioral intention on sustainable food consumption is also accepted. However, there is no significant relationship between personal norms and consumers’ behavioural intention on sustainable food consumption. Research limitations/implications – The respondents in this study mainly are the employee from 5 of the MNC Company in Penang Industrial Area due to limited access to the company employee. Therefore the respondent size is considered small compare to the total number of MNC available in Penang Industrial Area. Hence, generalization of this result needs to be done in caution. Practical implications – This paper suggests that government intervention is essential to construct policy in educating consumers’ about sustainable food consumption. This is important in order to cultivate sustainable food consumption among the low income group and to make it as a norm. This is due to early education on sustainable development can educate and mold sustainable culture within the community, hence will become part of the culture to act pro environmentally. Originality/ Value – This paper contribute to the emergent interests among researchers in using the models to explain consumer’s behavioural intention on sustainable food consumption. This study also helps in testing the explanatory ability of the TPB on the consumer’s behavioural intention on sustainable food consumption specifically among the low income group in Malaysia. As such, this paper hopes to obtain greater insights into the applicability of TPB to explain issues pertaining to the sustainability interests among consumers in Malaysia.