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Antecedents of Functional Food Purchase Intention of Sri Lankan Consumers: The Mediating Effect of Consumer Attitudes

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Antecedents of Functional Food Purchase Intention of Sri Lankan Consumers: The Mediating Effect of Consumer Attitudes


R. M. K. S. Rasanjalee



R. M. K. S. Rasanjalee "Antecedents of Functional Food Purchase Intention of Sri Lankan Consumers: The Mediating Effect of Consumer Attitudes" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-3, April 2021, pp.50-56, URL: https://www.ijtsrd.com/papers/ijtsrd38685.pdf

“Functional Food” is food and food components which provide benefits beyond basic nutrition, and it includes a wide variety of food and food components believed to improve overall health and well-being of people which help to reduce the risk of specific diseases. This paper examines antecedents (Customer knowledge, Necessity, Safety, Confidence, Rewards) of functional food purchase intention of Sri Lankan consumers and the mediating effect of consumer attitudes. Since the underlying attitudes of humans cater to their behaviour, it is important for marketers to understand the attitudes in relation to functional food so that they could be properly used in implementing marketing strategies. Objectives included examining the impact of customer knowledge, necessity, safety, confidence of functional and rewards from functional food on the purchase intention and the mediating impact of consumer attitude towards functional food on the relationship between the antecedents and purchase intention. The sample consists of 280 respondents from Colombo district within the age group of eighteen to sixty. Data were analyzed using correlation and regression to test hypothesis and it revealed that customer knowledge, necessity and safety has a negative impact while confidence and rewards has a positive impact on the purchase intention of functional food. A full mediation by consumer attitudes on the impact from customer knowledge and partial mediation on the impact from necessity, safety, confidence and rewards on the purchase intention could be observed. These findings will provide food companies and policy planners with valuable insights on consumer behaviour.

Functional food, Attitudes, Mediating effect


IJTSRD38685
Volume-5 | Issue-3, April 2021
50-56
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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