Awareness and purchase intention towards edible bird's nest products

Edible bird‟s nest (swiftlet bird‟s nest) is one of the high value agricultural products which contributes about one percent to the gross domestic product. Being aware of the large role it plays in the economic growth of the country, the Malaysian government has started to give priority to the devel...

Full description

Saved in:

Bibliographic Details
Main Author:	Ramalingam, Leelanayagi
Format:	Thesis
Language:	English
Published:	2014
Subjects:	Collocalia Produce trade Agriculture - Economic aspects
Online Access:	http://psasir.upm.edu.my/id/eprint/50466/1/FP%202014%2027RR.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-upm-ir.50466
record_format	uketd_dc
spelling	my-upm-ir.504662017-02-10T04:32:29Z Awareness and purchase intention towards edible bird's nest products 2014-02 Ramalingam, Leelanayagi Edible bird‟s nest (swiftlet bird‟s nest) is one of the high value agricultural products which contributes about one percent to the gross domestic product. Being aware of the large role it plays in the economic growth of the country, the Malaysian government has started to give priority to the development of edible bird‟s nest industry in the Tenth Malaysia Plan, Economic Transformation Programme as well as The National Agro-Food Policy. The government‟s support has encouraged the private companies to develop the industry and make Malaysia become the world second largest producer of edible bird‟s nest. However, at this point of time, Malaysia is facing a problem in exporting its edible bird‟s nests to China due to the high levels of nitrate contain. This has caused a big loss for Malaysian edible bird‟s nest industry. The industry has been plagued by over production and this has led to a decline in the market price of edible bird‟s nest. To overcome the decline, the Malaysian government has decided to promote the edible bird‟s nest based products among the locals. Hence, there is a vital need for consumer orientated approach to understanding the market for edible bird‟s nest products in Malaysia. Consequently, the objective of the study is to investigate the awareness and purchase intention of edible bird‟s nest products among Malaysian consumers. Data from 1361 respondents is used to achieve the objective of the study. The questionnaire of the survey includes seven sections which are socio demographic information, awareness and knowledge, perceived value, attitude, subjective norm, perceived behavioural control and intention. The results of the study show that, respondents reveal positive attitudes and intentions towards purchasing edible bird‟s nest products. Structural equation modeling analysis indicates that there is a significant relationship between knowledge, perceived value and attitude. In addition, knowledge, perceived value, attitude, subjective norm and perceived behavioural control also positively and significantly influence consumer purchase intention towards edible bird‟s nest products. Test of mediation effect of attitude and moderation effect of awareness and socio demographic characteristics were positive. Implications for producers, marketers and policy makers are discussed and future research directions are recommended based on the research findings. Collocalia Produce trade Agriculture - Economic aspects 2014-02 Thesis http://psasir.upm.edu.my/id/eprint/50466/ http://psasir.upm.edu.my/id/eprint/50466/1/FP%202014%2027RR.pdf application/pdf en public masters Universiti Putra Malaysia Collocalia Produce trade Agriculture - Economic aspects
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English
topic	Collocalia Produce trade Agriculture - Economic aspects
spellingShingle	Collocalia Produce trade Agriculture - Economic aspects Ramalingam, Leelanayagi Awareness and purchase intention towards edible bird's nest products
description	Edible bird‟s nest (swiftlet bird‟s nest) is one of the high value agricultural products which contributes about one percent to the gross domestic product. Being aware of the large role it plays in the economic growth of the country, the Malaysian government has started to give priority to the development of edible bird‟s nest industry in the Tenth Malaysia Plan, Economic Transformation Programme as well as The National Agro-Food Policy. The government‟s support has encouraged the private companies to develop the industry and make Malaysia become the world second largest producer of edible bird‟s nest. However, at this point of time, Malaysia is facing a problem in exporting its edible bird‟s nests to China due to the high levels of nitrate contain. This has caused a big loss for Malaysian edible bird‟s nest industry. The industry has been plagued by over production and this has led to a decline in the market price of edible bird‟s nest. To overcome the decline, the Malaysian government has decided to promote the edible bird‟s nest based products among the locals. Hence, there is a vital need for consumer orientated approach to understanding the market for edible bird‟s nest products in Malaysia. Consequently, the objective of the study is to investigate the awareness and purchase intention of edible bird‟s nest products among Malaysian consumers. Data from 1361 respondents is used to achieve the objective of the study. The questionnaire of the survey includes seven sections which are socio demographic information, awareness and knowledge, perceived value, attitude, subjective norm, perceived behavioural control and intention. The results of the study show that, respondents reveal positive attitudes and intentions towards purchasing edible bird‟s nest products. Structural equation modeling analysis indicates that there is a significant relationship between knowledge, perceived value and attitude. In addition, knowledge, perceived value, attitude, subjective norm and perceived behavioural control also positively and significantly influence consumer purchase intention towards edible bird‟s nest products. Test of mediation effect of attitude and moderation effect of awareness and socio demographic characteristics were positive. Implications for producers, marketers and policy makers are discussed and future research directions are recommended based on the research findings.
format	Thesis
qualification_level	Master's degree
author	Ramalingam, Leelanayagi
author_facet	Ramalingam, Leelanayagi
author_sort	Ramalingam, Leelanayagi
title	Awareness and purchase intention towards edible bird's nest products
title_short	Awareness and purchase intention towards edible bird's nest products
title_full	Awareness and purchase intention towards edible bird's nest products
title_fullStr	Awareness and purchase intention towards edible bird's nest products
title_full_unstemmed	Awareness and purchase intention towards edible bird's nest products
title_sort	awareness and purchase intention towards edible bird's nest products
granting_institution	Universiti Putra Malaysia
publishDate	2014
url	http://psasir.upm.edu.my/id/eprint/50466/1/FP%202014%2027RR.pdf
_version_	1747812037399937024

Awareness and purchase intention towards edible bird's nest products

Similar Items