Consumers’ Intention to Purchase Healthful Foods and Beverages From Vending Machines in a Healthcare Institution: An Application of Theory of Planned Behaviour and Health Consciousness
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Abstract
Introduction: Healthcare institutions such as hospitals are one of the most common places to have vending machines. Vending machines in healthcare institutions are predominated by energy-dense, nutrient-poor foods with little or none healthy options. This study aims to examine the factors influenced consumers’ intention to purchase healthful foods and beverages from vending machines in a healthcare institution by using an extended Theory of Planned Behaviour model with health consciousness as an additional construct. Materials and methods: This study was conducted in a healthcare institution in Selangor, Malaysia. An online self-administered questionnaire was used and data were analysed at p < 0.05. A total of 137 valid responses were analysed. Results: Regression analysis of this study revealed that the proposed TPB model was statistically significant (R2 = 0.633, Adj. R2 = 0.621, F(4, 132) = 56.807, p < 0.001). Attitude (β = 0.229, p = 0.004), perceived behavioural control (β = 0.484, p < 0.001), and health consciousness (β = 0.148, p = 0.021) were the significant predictors of consumers’ intention to purchase healthful foods and beverages from vending machines. Surprisingly, subjective norm (β = 0.099, p = 0.150) was found to be not significant influencing the intention to purchase. Conclusion: The present study suggested that consumers’ intention to purchase healthful foods and beverages from vending machines was influenced by their own attitude, perceived behavioural control and health consciousness, but not influenced by opinions of significant others. Future studies are required to further examine the effect of intention to purchase healthful foods and beverages on the actual behaviour (e.g., purchasing behaviour, consumption behaviour) and financial (e.g., sales and revenue of vending machines).
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