Impact of brand personality, subjective norm and perceived control towards purchase intention of organic fast food

Othman, Charraz (2014) Impact of brand personality, subjective norm and perceived control towards purchase intention of organic fast food. Masters thesis, Multimedia University.

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Official URL: http://library.mmu.edu.my/diglib/onlinedb/dig_lib....

Abstract

Organic fast food among Malaysian consumers is a new issue in the global fast food and organic industry. Conversely, as more people are eating foods bought from fast food restaurants, this eating out lifestyle has further heightened the problems of unhealthy eating and unbalanced diets (Azlina Samsudin et al., 2011). Therefore, to help consumers improve their personal health, fast food restaurants should adopt organic meals into their service. Indeed, this study intends to investigate the proposed factor (TPB construct; subjective norm and perceived control and Brand personality dimensions; sincerity, excitement, competence, sophistication and ruggedness) towards purchase intention of organic fast food market whereby the market is somewhat new in the present market of Malaysia. However, this study is viewed from the organic food industry perspective. The questionnaires were answered by 169 consumers from the Cyberjaya area and through online. The outcomes distinguish that three of the factors have a significant positive association with organic fast food intention to purchase namely sincerity, competence, and sophistication. Therefore, (65%) of the variance in purchase intention can be predicted from the combination of the seven independent variables as stated. Hence, the outcome proposed that the strongest factors in this relation are sincerity. Thus, this study has concluded sincerity as a brand for organic fast food in Malaysia since it has a higher meaning compared to competence and sophistication. Therefore, the research contributions from this study are successfully incorporating brand personality variables such as sincerity, competence and sophistication to influence the formation of customers‘ intention of an organic fast food and enhancing the understanding of the theoretical mechanism within the model. Hence, this study successfully forms a new model for purchase intention towards organic fast food in Malaysia.

Item Type: Thesis (Masters)
Additional Information: Call No.: HF5415.3 C43 2014
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business
H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Management (FOM) > MBA Programme
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 17 Apr 2014 04:22
Last Modified: 01 Jul 2015 02:30
URI: http://shdl.mmu.edu.my/id/eprint/5430

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