Volume 5
Volume 5
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Author(s): Khairunnisa Izzati, Othman Muhammad Shahrim Ab Karim*, Roselina Karim, Noranizan Adzhan, Nurhasmilaalisa Abd. Halim, Syuhaily Osman
Keywords: Fruits, vegetables, consumption behaviour, adults, Malaysia
Abstract:Numerous studies have been carried out on fruits and vegetables consumption and factors that influenced consumers’ fruits and vegetables intake. However, there is limited knowledge on factors that influence fruits and vegetables consumption in Malaysia. Hence, it is important to determine factors that increase the consumption of fruits and vegetables. Therefore, the aims of this research were to evaluate the personal and environmental factors on fruits and vegetables consumption behaviour among adults in Malaysia. Social Cognitive Theory (SCT) supports this study. A total of 1200 respondents were selected in seven cities in Malaysia. Data were analysed by using multiple linear regressions, independent sample t-test and one-way ANOVA to address the research objective. Descriptive analysis was employed to profile the respondents. Based on the findings, attitude (p=.001), habit (p=.002), social influences (p=.001) and availability (p=.001) were found important towards fruits and vegetables consumption behaviour. Females were found to have higher interests than their counterparts in all those factors measured in this study. It indicates that women are more health conscious than men. Age and marital status were significant factors in fruits consumption behaviour whereas age, race, marital status and household income were found to have significant influences in vegetables consumption behaviour. In conclusion, the empirical and theoretical implications of this study can be recommended to marketers and stakeholders.