8 research outputs found
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The future of green food consumption in Peninsular Malaysia
Over the years, consumers' attitudes towards sustainable brands have increased significantly. Despite such development for environmental awareness, consumers' actions do not reflect their intention. Therefore, this study aims to examine Malaysians' intention to purchase green food in Peninsular Malaysia. Data were gathered from a total of 1200 questionnaires and Structural Equation Modelling was used to analyse the data. The study contributes to the advancement of knowledge in green food consumerism by expanding the Theory of Planned Behaviour into five components namely attitude (salient belief), attitude (evaluation of outcome), subjective norms (referents), subjective norm (motivation to comply), and perceived behavioural control to explore the future of green food specifically among consumers within Peninsular Malaysia. The result shows that attitude (salient belief), subjective norm (referents, motivation to comply), and perceived behavioural control influence consumers' intention to purchase green food. Surprisingly, attitude (evaluation of outcomes) does not influence consumers' intention
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The future of entomotourism: the sustainable bugs appetite
Food tourism gained its popularity due to people preference on travelling to a certain location for attending food festivals or sampling various delicacies. Such phenomenon promoted entomotourism especially on food and eco-tourism sector that emphasize the traditional values such as cultural and traditional respect, authenticity, and sustainability. The study aims to investigate the motivational factors which affect the domestic tourists in experiencing entomotourism particularly in searching for insect-based product during their travel. However, there is still a paucity of empirical research on edible insects, aimed towards domestic tourists, thus giving this study academic significance by closing knowledge gaps in the specific area of edible insect consumption acceptance and motivation among tourists to promote entomotourism as a form of unique gastronomy experience. Quantitative analysis was implemented to achieve the research objectives where a sample size of 240 respondents was collected in Klang Valley, Malaysia. Structural Equation Method was then used to validate each construct to find the factors that contribute to the tourist's behaviour. The study provides a summary of core motivators characterizing the acceptance and consumer intention to search for insect-based food during their travel. This paper has the potential to generate societal benefits (food security), environmental (sustainable production methods and reduce in meat consumption) and health (nutritious). Furthermore, the result will help the agri-entrepreneur in producing, developing, and marketing edible insects-based products as a potential tourist attraction and a new marketing platform for food tourism in Malaysia
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Insights on millennial's purchase intention towards green online travel products in Malaysia: the road to recovery
The reopening of borders and revitalization of the tourism and hospitality industry has transformed the booking behaviours of travelers significantly. The millennial travelers prefer online travel agencies because of its convenience, but they also crave for more sustainable travel products. This study aims to determine the influences of attitude, subjective norm, perceived price, online review trust, perceived risk, and online experience towards the purchase intention of green online travel products(GOTP) in Malaysia. Responses were elicited from 391 millennials. Using structural equation modelling, the findings confirm that all the factors significantly affected attitude and it mediates their intention. This study gave insights on millennial's green travel preferences and highlights the need for online travel agencies to rethink their strategies
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Driving the green vehicles shift: an evaluation of Malaysian consumers’ acceptance
With the current drastic changes in global weather, more countries are worried about the sustainability of the ecosystem. Global leaders are more concerned about the drastic climate change, and various initiatives are being taken to prevent further damage to the ecosystem. In Malaysia, the transportation sector, mainly motor vehicles, emitted approximately 97% of carbon monoxide to the environment, causing harmful air pollution. Because of this, green vehicles were introduced to overcome this problem. However, there remain various challenges that may impede or trigger the interest of Malaysian consumers in accepting green vehicles. Thus, this study applies the cognitive-affection model to predict the consumers’ intention to accept green vehicles. Using a purposive sampling among current vehicle drivers, a face-to-face survey was conducted and gathered a total of 606 responses. Data were analysed using statistical measurements such as descriptive analysis, exploratory factor analysis and structural equation modelling. Five latent factors such as consumers’ acceptance, perceived quality, perceived value (environmental concern, acquisition and maintenance cost), and government policies were identified. The results indicated that perceived value (environmental concern), perceived quality, and government policies have a strong positive relationship with consumers’ acceptance. The perceived value showed a negative relationship with consumer acceptance, indicating that consumers would only consider accepting green vehicles if they were cheaper and had a low maintenance cost
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The future of social enterprise café in Malaysia: a study on millennials’ perception and intention
Over the past decade, there have been a growing number of social enterprises in Malaysia, especially in the food and beverage industry. However, social enterprise cafes face various challenges in liquidity and lack of public awareness that hindered their progress. In view of this, millennials are the potential target market for social enterprises due to their rapid growth in population and increasing purchasing power. Millennials have high awareness of social issues and support for socially responsible organisations. Based on a survey collected from 424 millennials in Malaysia, data were analysed using the structural equation modelling. Results indicate that millennials are influenced by perceived price and attitude, followed by social norms, while social enterprise knowledge had a significant but weak influence on their intention. In moving forward, the findings suggest that social enterprise cafes could emphasize more on creating value through their pricing strategy and encourage knowledge sharing and attitude towards social enterprises to strengthen purchase intention towards social enterprise cafes. This study not only sheds light on millennials but also assist social enterprises to sustain their business and have a long-term impact on society and environmental causes
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Public awareness and intention in organ donation through mobile applications: a perspective from Malaysia
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