Factors influencing Intention to Purchase Fraudulent Honey among Malaysian Consumers

Abstract

This paper aims to assess consumer awareness about fraudulent honey and its impact on purchase intention using an extended Theory of Planned Behaviour model. An online questionnaire survey was administered among honey consumers in Malaysia. Multiple regression analysis was employed on the 289-obtained-data to generate the relationship between awareness, attitude, subjective norms, perceived behavioural control, and consumers' intention to purchase fraudulent honey. Findings show that attitude and perceived behavioural control have a significant and positive relationship with the intention to purchase fraudulent honey. Consumers' unfavourable attitude towards fraudulent honey diminishes their intention to purchase it. Whereas, even with high perceived behavioural control, consumers decide to purchase fraudulent honey because it fulfils their needs. Consumers are aware of fraudulent honey and choose to buy it since it is cheaper and readily available. This study's practical implication is for marketers and policymakers to develop programs or create proper channels to educate consumers in making wise purchasing decisions. Ultimately, consumers have the right to make their own decision.

Alasan konsumen dalam membeli dan mengonsumsi madu sebagai suplemen kesehatan

“…Konsumen membeli madu palsu karena memiliki harga lebih murah dibandingkan madu asli serta lebih mudah didapatkan. Konsumen madu di Malaysia memiliki kesadaran terhadap madu palsu, tetapi tidak memengaruhi perilaku pembelian madu palsu [10].…”

“…Manfaat kesehatan merupakan hal terpenting yang dipertimbangkan oleh konsumen untuk mengonsumsi madu dengan tujuan medis [9]. Persepsi kontrol perilaku secara signifikan berhubungan positif terhadap niat konsumsi madu palsu [10]. Sikap merupakan penentu utama dari terbentuknya niat yang selanjutnya menjadi sebuah perilaku, tetapi persepsi kontrol perilaku dapat secara langsung membentuk perilaku tanpa terbentuknya niat [11].…”

Traceability issues of honey from the consumers’ perspective in Romania

“…As part of a study conducted by Fairchild et al (2003) it was found that there is an increasing need among consumers to learn more about the origin and processes undergone by the food products, honey included. Ahmad et al (2021) point out that consumers are aware of the existence of the adulterated honey market and, still, some of them choose to buy and consume it. This is due to the consumption needs of this segment of consumers that favour fake honey since it has a lower price and it is available in almost any store or supermarket (Ahmad et al, 2021).…”

“…Ahmad et al (2021) point out that consumers are aware of the existence of the adulterated honey market and, still, some of them choose to buy and consume it. This is due to the consumption needs of this segment of consumers that favour fake honey since it has a lower price and it is available in almost any store or supermarket (Ahmad et al, 2021). Accordingly, even if consumers are knowledgeable of the presence of adulterated honey on the market, this does not affect their intention of buying it (Ahmad et al, 2021).…”

“…Food fraud is a topic of great debate and raised concern at present, since this unfair practice jeopardises food safety due to the possible health risks (Ahmad et al, 2021). A feasible solution that could make a difference in fighting and alleviating this issue, is given by securing traceability and providing more assurances to stakeholders and customers all across the supply chain (Galati et al, 2020).…”