Determinants of Functional Food Consumption Intention among Senior Citizens in Sabah, Malaysia: A Theory of Planned Behavior Perspective

This study investigates the determinants of functional food consumption intention among senior citizens in Sabah, Malaysia, utilizing the Theory of Planned Behavior (TPB) as the theoretical framework. The research aims to (1) examine the influence of attitude, subjective norm, perceived behavioral control, health needs, and knowledge on the intention to consume functional food; (2) assess the most significant predictors of intention within the TPB model; and (3) explore the relationship between demographic characteristics and consumption intention among elderly individuals. A quantitative research design was employed using a structured questionnaire distributed to 216 senior citizens aged 60 and above across both urban and rural areas in Sabah. Data analysis was conducted using SmartPLS 4, encompassing Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). The results revealed that all five predictors significantly influenced intention, with attitude emerging as the most dominant factor. Knowledge and perceived behavioral control also played substantial roles, while demographic factors such as education level and place of residence showed contextual relevance. This study contributes theoretically by validating TPB in a new demographic context and offers practical insights for policy formulation, public health programming, and functional food marketing targeted at the aging population. The findings emphasize the necessity of health education and improving access to functional food to support healthier aging trajectories in Malaysia.