Applying the Theory of Planned Behavior in Functional Food Purchasing: A Young Consumers Perception

Abstract

The 4.0 industrial era has impact not only on the industrial sector but also on the changes of people's lifestyle, including the healthy lifestyle changes. More specifically, one of the impacts of the 4.0 industrial era is the growth of functional food industry. This research aims to analyze the effect of attitude, subjective norm, and perceived behavioral control on young consumers' purchase intention on functional food. This research focused on young consumers because they are susceptible to consume a food that can cause non-communicable diseases. This study used a quantitative approach. A survey was used to collect data. Questionnaires were spread in a university in South Tangerang. This study obtained 123 students that participated in the survey. Multiple regressions analysis was performed to test the conceptual model and the proposed hypotheses. The findings showed that attitude and subjective norm influence the purchase intention of the young consumers to buy functional foods. In the other hand, this research also revealed that perceived behavioural control has no significant impact on repurchase intention.