Investigation of the relationship of brand personality, subjective norm and perceived control on consumers’ purchase intention of organic fast food
Organic fast food among the Malaysian consumers is an emerging theme of discourse. As more people are eating foods bought from fast food restaurants, this eating out lifestyle further heightened the problems of unhealthy eating and unbalanced diets (Azlina et al., 2011). So, to help consumers impr...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English English |
| Published: |
Canadian Center of Science and Education
2014
|
| Subjects: | |
| Online Access: | http://irep.iium.edu.my/36963/ http://irep.iium.edu.my/36963/ http://irep.iium.edu.my/36963/ http://irep.iium.edu.my/36963/1/Modern_applied_science.pdf http://irep.iium.edu.my/36963/4/36963_Investigation%20of%20the%20relationship%20of%20brand%20personality.SCOPUSpdf.pdf |
| Summary: | Organic fast food among the Malaysian consumers is an emerging theme of discourse. As more people are eating
foods bought from fast food restaurants, this eating out lifestyle further heightened the problems of unhealthy
eating and unbalanced diets (Azlina et al., 2011). So, to help consumers improve their personal wellness, fast
food restaurants should consider various organic meals into their extended services. Indeed, this work intends to
weigh into the proposed factor (TPB constructs; subjective norm and perceived dominance and brand personality
dimensions; sincerity, excitement, competence, sophistication and ruggedness) towards purchase intention of
organic fast food in Malaysian perspective. The outcomes distinguish that three of the factors have a significant
positive association with organic fast food intention to purchase normally, sincerity, competence and sophistication. Hence, the outcome proposed that the strongest ingredients in this relation are sincerity. Therefore,the researchers agreed that fast food operators may successfully incorporate brand personality variables such as sincerity, competence and sophistication to influence on the formation of customers’ intention of organic fast food. Hence, this study successfully develop theoretical and pragmatic aspects to discover the purchase intention of organic fast food on the perspective of Malaysian consumers’. |
|---|