JOURNAL OF LIAONING TECHNICAL UNIVERSITY
(NATURAL SCIENCE EDITION)
LIAONING GONGCHENG JISHU DAXUE XUEBAO (ZIRAN KEXUE BAN)
辽宁工程技术大学学报（自然科学版）
THE INFLUENCING FACTORS ON CONSUMERS’ PURCHASE INTENTIONS FOR GREY OYSTER MUSHROOM POWDER AS A FOOD SUPPLEMENT
Nor Hazlina Hashim, Anna Che Azmi, Amar Jauhari Zainuddin
Abstract-
This research aims to examine the influencing factors that contribute to consumers’ purchase intentions for grey oyster mushroom in powder (GOMP) form as a food supplement in combination with different foods. The theory of planned behaviour (TPB) is used to explain consumers’ purchase intentions by considering the variables of attitudes, subjective norms, perceived behavioural control, packaging, health concern, and health consciousness. Packaging and its influence on the variables of health concern and health consciousness were found to be important in affecting purchase intentions towards GOMP as a food supplement. However, packaging played only a limited role in reducing the difficulty of making the purchase of GOMP across most food combinations. This study contributes to elucidating the factors that could be useful for marketing GOMP.
Index Terms- grey oyster mushroom, mushroom powder, health concern, packaging, purchase intention, theory of planned behaviour