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Investigation of the Relationship of Brand Personality, Subjective Norm and Perceived Control on Consumers’ Purchase Intention of Organic Fast Food

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  • Charraz Othman
  • Muhammad Rahman

Abstract

Organic fast food among the Malaysian consumers is an emerging theme of discourse. As more people are eating foods bought from fast food restaurants, this eating out lifestyle further heightened the problems of unhealthy eating and unbalanced diets (Azlina et al., 2011). So, to help consumers improve their personal wellness, fast food restaurants should consider various organic meals into their extended services. Indeed, this work intends to weigh into the proposed factor (TPB constructs; subjective norm and perceived dominance and brand personality dimensions; sincerity, excitement, competence, sophistication and ruggedness) towards purchase intention of organic fast food in Malaysian perspective. The outcomes distinguish that three of the factors have a significant positive association with organic fast food intention to purchase normally, sincerity, competence and sophistication. Hence, the outcome proposed that the strongest ingredients in this relation are sincerity. Therefore, the researchers agreed that fast food operators may successfully incorporate brand personality variables such as sincerity, competence and sophistication to influence on the formation of customers’ intention of organic fast food. Hence, this study successfully develop theoretical and pragmatic aspects to discover the purchase intention of organic fast food on the perspective of Malaysian consumers’.

Suggested Citation

  • Charraz Othman & Muhammad Rahman, 2014. "Investigation of the Relationship of Brand Personality, Subjective Norm and Perceived Control on Consumers’ Purchase Intention of Organic Fast Food," Modern Applied Science, Canadian Center of Science and Education, vol. 8(3), pages 1-92, June.
    • Handle: RePEc:ibn:masjnl:v:8:y:2014:i:3:p:92
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    References listed on IDEAS

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    4. Kuhar, Ales & Juvancic, Luka, 2010. "Determinants of purchasing behaviour for organic and integrated fruits and vegetables in Slovenia," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 11(2), pages 1-14, August.
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    Cited by:

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    2. Roghayeh Teimourfamian Asl & Soheila Khoddami, 2023. "A Framework for Investigating Green Purchase Behavior with a Focus on Individually Perceived and Contextual Factors," Business Perspectives and Research, , vol. 11(1), pages 94-111, January.

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    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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