ABSTRACT

Superfruit refers to food items with exceptional health benefits. The study aims to determine the factors that influence the intention of Malaysians to consume dates; to compare the consumption patterns of dates between the B40 and non-B40 groups; and to explore both groups’ willingness to pay when date prices decrease or increase. Employing the survey research design, 329 survey questionnaires were collected and analyzed using structural equation modeling (SEM) and descriptive statistics. The results showed that attitude was not a significant predictor of intention to consume dates, but subjective norm significantly and positively predicted intention. The consumption patterns of B40 and non-B40 consumers were contrasting: The share of regular B40 consumers was lower than that of non-B40, while the group’s non-consumers were higher. The non-B40 group, relative to the B40 group, was more willing to pay higher prices for all types of dates, likely due to the former’s higher income level. Based on these findings, marketing managers should target health-conscious consumers so that they can encourage their friends and families to consume dates.

摘要

超级水果是指具有特殊健康益处的食品。该研究旨在确定影响马来西亚人食用椰枣的意愿的因素；比较 B40 和非 B40 组的椰枣消费模式；并探讨当日期价格下降或上升时两组的支付意愿。采用调查研究设计，使用结构方程模型（SEM）和描述性统计收集和分析了 329 份调查问卷。结果表明，态度不是消费日期的显着预测因子，但主观规范显着正向预测消费意愿。B40 和非 B40 消费者的消费模式形成对比：普通 B40 消费者的份额低于非 B40，而该群体的非消费者更高。与 B40 组相比，非 B40 组更愿意为所有类型的椰枣支付更高的价格，这可能是因为前者的收入水平更高。基于这些发现，营销经理应该瞄准注重健康的消费者，这样他们就可以鼓励他们的朋友和家人食用枣子。