An emperical study on innovative traditional food products and customer acceptance using Theory of Planned Behavior

The contribution of traditional foods to the diets of the people cannot be overlooked and also its contribution to social development such jobs opportunities and increases the family income for small scale traditional food industry. In order to preserve and sustaining the traditional foods for future generation, the traditional food products business operators need to refine the processing, the packaging, the attribute of traditional foods and some innovation need to be made in response to the new societal needs. It is however important to get an insight into consumers' perceptions, expectations and attitudes towards innovations related to traditional food product. Thus, this study is conducted to find out the determinants that influence customers purchase intention and behavior towards the innovative traditional food products with the use of Theory of Planned Behavior. This study is also conducted to analyze the relationship of attitude, social norms and perceived behavior control towards purchase intention and behavior of innovative traditional food products. The data was collected about 120 consumers from shopping malls in Melaka. Factor analysis was proposed in this study. The multiple regressions were used to examine the relationship and to test the six hypotheses. Results showed that attitude, social norm and perceived behavior control have positive relationship towards the purchase intention and behavior of innovative traditional food products