COMMERCIAL TRADITIONAL FOOD: USING THEORY OF PLANNED BEHAVIOR TO EXAMINE PURCHASE INTENTION AMONG LOCALS IN TERENGGANU

Abstract

This study was conducted to identify the relationship of attitude, subjective norm, and perceived behavioural control on behavioural intention to purchase commercial traditional food among locals in Terengganu. This study focuses only on locals who are aware and consumer of the commercial traditional dishes. An online questionnaire was used to collect data and was distributed to three hundred and seventy-nine residents of Terengganu, as the respondents of this study. Data gathered were analysed by using SPSS 23 version. Pearson’s correlation coefficient was used to measure the relationship between independent variables and dependent variable of this research. Results show that only two variables, being subjective norm are the most influential variable for locals to purchase commercialised traditional food in Terengganu, followed by perceived behavioural control