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The role of perceived behavioral control in intention to purchase edible bird's nest products


Mohamad Shukri, Nurul Nabilah Huda and Mohd Nawi, Nolila and Abdullah, Amin Mahir and Man, Norsida (2018) The role of perceived behavioral control in intention to purchase edible bird's nest products. In: Joint Symposium of the 8th International Agriculture Congress 2018 and 6th International Symposium for Food & Agriculture 2018 (8th IAC – 6th ISFA 2018), 13-15 Nov. 2018, Auditorium Rashdan Baba, TNCPI Building, Universiti Putra Malaysia. (pp. 90-93).


Edible bird’s nests (EBN) is made from solidified saliva from swiftlet (Fuciphagus Aerodramus. EBN is gaining popularity because it is among the most expensive animal products that can be used as health supplements. However, the recent hue in the contamination and adulteration found in EBN become matters of public concern. There are several difficulties and concern found when customers want to purchase EBN products, whether there are genuine and safe to consume, reasonable price, halal certified, and easily find in store. This study used primary data which is structured questionnaire that contains closed-ended questions. Survey was conducted in Klang Valley by using quota sampling (through ethnic-based population: 61.7% for Malays, 20.8% for Chinese, 6.2% for Indian, and 0.9% for other ethnics). The partial least square approach is used for analysis and the results indicate all predictors have strongly significant effects on the perceived behavioral control and leads to positively influence intention to purchase EBN products. In summary, marketers need to consider various decision to motivate buying behavior and aim at reducing customer’s anxiety and difficulties that they encountered in purchasing EBN products.

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Additional Metadata

Item Type: Conference or Workshop Item (Paper)
Divisions: Faculty of Agriculture
Publisher: Faculty of Agriculture, Universiti Putra Malaysia
Keywords: EBN products; Perceived behavioral control; Purchase intention
Depositing User: Nabilah Mustapa
Date Deposited: 05 Mar 2020 06:18
Last Modified: 05 Mar 2020 06:18
URI: http://psasir.upm.edu.my/id/eprint/77334
Statistic Details: View Download Statistic

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