Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
The Mediating Role Of Attitude In The Relationship Between The Extrinsic And Intrinsic Attributes Of Japanese Frozen Foods And Consumers’ Intention To Purchase Them: Evidence From Malaysia, Nor Asiah Omar, Aishath Lahath, Rifelly Dewi Astuti, Nurul Atasha Jamaludin, Syed Shah Alam
The Mediating Role Of Attitude In The Relationship Between The Extrinsic And Intrinsic Attributes Of Japanese Frozen Foods And Consumers’ Intention To Purchase Them: Evidence From Malaysia, Nor Asiah Omar, Aishath Lahath, Rifelly Dewi Astuti, Nurul Atasha Jamaludin, Syed Shah Alam
The South East Asian Journal of Management
Research Aims: To examine the intrinsic and extrinsic factors affecting consumers’ attitudes toward Japanese-made frozen foods and, hence, consumers’ purchasing behaviour.
Design/Methodology/Approach: Consumers who were aware of Japanese-made frozen foods were the sample chosen. Convenience sampling plus a cross-sectional, self-administered online survey questionnaire collected data from 307 participants.
Research Findings: Findings showed that brand reputation, halal label, convenience, and food quality were positively related to attitude towards Japanese frozen food, whereas health consciousness was negatively associated with attitude. Attitudes toward Japanese frozen foods were found to mediate relationships between brand reputation and purchase intention, halal label and purchase …