IDEAS home Printed from https://ideas.repec.org/a/rnd/arimbr/v16y2024i3p23-40.html
   My bibliography  Save this article

Pushing the Boundaries of Food Product Innovation Acceptance: A Case of Radical Ready-to-Eat Food Product Innovation in Malaysia

Author

Listed:
  • Wan Rusni Wan Ismail
  • Nur Hidayah Che Ahmat
  • Rafidah Aida Ramli
  • Sri Handajani
  • Anderson Ngelambong

Abstract

This study examines the impact of food neophobia and food innovation on Malaysian consumer attitudes, subjective norms, perceived behaviour control, and consumer behaviour intention towards ready-to-eat (RTE) foods. Additionally, this study investigates the mediating effects of food innovation, attitude, subjective norms, and perceived behaviour control on the relationship between food neophobia and consumer behaviour intention. A quantitative cross-sectional study was used whereby an online survey was developed and disseminated via social media platforms to all Malaysian consumers aged 18 years and above from October 2023 to January 2024. A total of 321 valid responses were used for hypothesis testing using SPSS and MPlus software. This study found eleven out of nineteen proposed hypotheses were statistically significant. Food neophobia directly influences food innovation, attitude, subjective norms, and perceived behaviour control. More importantly, this study found the significant influence of attitude, subjective norms, and food innovation as mediators in influencing the association between food neophobia and consumer behaviour intention. Findings from this study contribute to the RTE food behavioural studies by incorporating the theory of planned behaviour and stimulus-organism-response models. This study also introduces attitude, subjective norms, and food innovation as mediators in influencing the association between food neophobia and consumer behaviour intention. Results from the integrated model provide a more comprehensive understanding of the impact of food neophobia and food innovation on consumer attitude, subjective norms, perceived behaviour control, and behaviour intention. Findings underline the importance of RTE food producers exploring young consumers as the new markets for their products.

Suggested Citation

  • Wan Rusni Wan Ismail & Nur Hidayah Che Ahmat & Rafidah Aida Ramli & Sri Handajani & Anderson Ngelambong, 2024. "Pushing the Boundaries of Food Product Innovation Acceptance: A Case of Radical Ready-to-Eat Food Product Innovation in Malaysia," Information Management and Business Review, AMH International, vol. 16(3), pages 23-40.
    • Handle: RePEc:rnd:arimbr:v:16:y:2024:i:3:p:23-40
    DOI: 10.22610/imbr.v16i3(I)S.3954
    as

    Download full text from publisher

    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/3954/2595
    Download Restriction: no
    File URL: https://ojs.amhinternational.com/index.php/imbr/article/view/3954
    Download Restriction: no
    File URL: https://libkey.io/10.22610/imbr.v16i3(I)S.3954?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Lauren Chenarides & Carola Grebitus & Jayson L. Lusk & Iryna Printezis, 2021. "Food consumption behavior during the COVID‐19 pandemic," Agribusiness, John Wiley & Sons, Ltd., vol. 37(1), pages 44-81, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hao Xu & Niu Niu & Dongmei Li & Chengjie Wang, 2024. "A Dynamic Evolutionary Analysis of the Vulnerability of Global Food Trade Networks," Sustainability, MDPI, vol. 16(10), pages 1-17, May.
    2. Dong, Diansheng & Stewart, Hayden & Dong, Xiao & Hahn, William, 2022. "Quantifying Consumer Welfare Impacts of Higher Meat Prices During the COVID-19 Pandemic," Amber Waves:The Economics of Food, Farming, Natural Resources, and Rural America, United States Department of Agriculture, Economic Research Service, vol. 2022(Economic ), April.
    3. Kristina Gligorić & Arnaud Chiolero & Emre Kıcıman & Ryen W. White & Robert West, 2022. "Population-scale dietary interests during the COVID-19 pandemic," Nature Communications, Nature, vol. 13(1), pages 1-14, December.
    4. Qing Chang & Yiheng Shu & Wuyang Hu & Xiaolei Li & Ping Qing, 2022. "Impact of the COVID-19 Pandemic on Meal Gathering in China," IJERPH, MDPI, vol. 19(24), pages 1-12, December.
    5. Dimitris Skalkos & Ioanna S. Kosma & Areti Vasiliou & Raquel P. F. Guine, 2021. "Consumers’ Trust in Greek Traditional Foods in the Post COVID-19 Era," Sustainability, MDPI, vol. 13(17), pages 1-20, September.
    6. Martina Vecchi & Edward C. Jaenicke & Claudia Schmidt, 2022. "Local food in times of crisis: The impact of COVID‐19 and two reinforcing primes," Agribusiness, John Wiley & Sons, Ltd., vol. 38(4), pages 850-873, October.
    7. Koppenberg, Maximilian & Mishra, Ashok K. & Dalhaus, Tobias & Hirsch, Stefan, 2023. "The value of firm flexibility under extreme positive demand shocks: COVID-19 and toilet paper panic purchases," Economics Letters, Elsevier, vol. 222(C).
    8. William A. Kerr, 2021. "Agriculture after a year with COVID‐19: Any long‐term implications for international trade policy?," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 69(2), pages 261-267, June.
    9. Toke R. Fosgaard & Alice Pizzo & Sally Sadoff, 2021. "Do People Respond to the Climate Impact of their Behavior? The Effect of Carbon Footprint Information on Grocery Purchases," IFRO Working Paper 2021/05, University of Copenhagen, Department of Food and Resource Economics.
    10. Elisa Guglielminetti & Concetta Rondinelli, 2021. "Consumption and saving patterns in Italy during Covid-19," Questioni di Economia e Finanza (Occasional Papers) 620, Bank of Italy, Economic Research and International Relations Area.
    11. Balana, Bedru B. & Oyeyemi, Motunrayo & Ogunniyi, Adebayo & Fasoranti, Adetunji & Edeh, Hyacinth & Andam, Kwaw, 2022. "Have households’ livelihoods and food security rebounded from COVID-19 shocks in Nigeria? Results from a follow-up phone survey," 96th Annual Conference, April 4-6, 2022, K U Leuven, Belgium 321205, Agricultural Economics Society - AES.
    12. Yue Wu & Katalin Takács-György, 2022. "Comparison of Consuming Habits on Organic Food—Is It the Same? Hungary Versus China," Sustainability, MDPI, vol. 14(13), pages 1-19, June.
    13. Hyoji Choi & Frank Neffke & Donghyeon Yu & Bogang Jun, 2024. "Close to Home: Analyzing Urban Consumer Behavior and Consumption Space in Seoul," Papers in Evolutionary Economic Geography (PEEG) 2425, Utrecht University, Department of Human Geography and Spatial Planning, Group Economic Geography, revised Jul 2024.
    14. Fedoseeva, Svetlana & Van Droogenbroeck, Ellen, 2024. "Temporary VAT rate cuts and food prices in e-commerce," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    15. Aizaki, Hideo & Sato, Kazuo & Nakatani, Tomoaki, 2022. "Hometown effect on consumer preferences for food products," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 26(2), November.
    16. Feng‐An Yang & Hung‐Hao Chang & Jiun‐Hao Wang, 2022. "The economic impact of the COVID‐19 pandemic on the Taiwanese food industry: Empirical evidence using business transaction data," Journal of Agricultural Economics, Wiley Blackwell, vol. 73(2), pages 376-395, June.
    17. Paroissien, Emmanuel & Beatty, Timothy K.M. & Nebout, Antoine, 2024. "Household food waste and the opportunity cost of time," Ecological Economics, Elsevier, vol. 216(C).
    18. Bahn, Rachel A. & Fort, Fatiha & Saucède, Florent & Abebe, Gumataw Kifle, 2025. "Are food retailers resilient amid crisis? A cultural resource-based exploration of Lebanese consumers’ engagement with the food retail landscape," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    19. Gruener, Sven & Soliev, Ilkhom & Pirscher, Frauke, 2024. "Multiple crises in mind, biodiversity out of sight? Insights from a behavioral study in Germany," OSF Preprints q4upd, Center for Open Science.
    20. Himanshu Gupta & Manjeet Kharub & Kumar Shreshth & Ashwani Kumar & Donald Huisingh & Anil Kumar, 2023. "Evaluation of strategies to manage risks in smart, sustainable agri‐logistics sector: A Bayesian‐based group decision‐making approach," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4335-4359, November.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rnd:arimbr:v:16:y:2024:i:3:p:23-40. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Muhammad Tayyab (email available below). General contact details of provider: https://ojs.amhinternational.com/index.php/imbr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.