The Effect of Perceived Value and Food Safety Concern on Consumers’ Intention to Purchase Online Healthy Food

H.Hartini1, Marion Beatrice Pereira2
1School of International Studies, Universiti Utara Malaysia, Sintok, Malaysia (This email address is being protected from spambots. You need JavaScript enabled to view it.)
2School of International Studies, Universiti Utara Malaysia, Sintok, Malaysia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

ABSTRACT

The purpose of this study is to explore the influence of perceived value and food safety concerns on consumers’ intention to purchase online healthy food. A quantitative study was conducted among 227 respondents. The results confirm that perceived value and food safety concerns have a positive impact on consumers’ intention to purchase online healthy food. This study provides insight and a better understanding of behavioural intention toward online healthy food and adds new momentum to the growing literature.

Keywords: Perceived Value, Food Safety Concern, Purchase Intention, Online Healthy Food