The Influence of Attitude on Intention to Purchase Online Healthy Food

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H Hartini1 , Marion Beatrice Pereira2 , Mathivannan Jaganathan3 , Shazwanis Shukri4
1,2,4
School of International Studies, Universiti Utara Malaysia (This email address is being protected from spambots. You need JavaScript enabled to view it., This email address is being protected from spambots. You need JavaScript enabled to view it., This email address is being protected from spambots. You need JavaScript enabled to view it.)
3School of Business Management, Universiti Utara Malaysia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

 

ABSTRACT

There has been significant growth in the online food services sector in the past few years. Online food services allow consumers to view menus from different restaurants, place their order, and get food delivered to their doorstep. Nowadays, eating nutritious food has become a key element in achieving holistic health and wellness. In acknowledgement of the value of a healthconscious consumer, restaurateurs and food service companies have introduced a new business concept called online healthy food services. This study aimed to investigate the effect of consumers’ attitude on the intention to purchase online healthy food. Data were gathered via survey questionnaires involving 227 respondents from Penang. Findings show that attitude has a positive influence on consumers’ intention to purchase online healthy food.

Keywords: Theory of Reasoned Action, Attitude, Purchase Intention, Online Healthy Food