Syed Shah Alam; Wang, Cheng-Kun; Lin, Chieh-Yu; … - In: Cogent business & management 9 (2022) 1, pp. 1-24
This study investigates the determinants of buying intention towards healthy foods in Malaysia through a modification of the theory of planned behavior. The moderating role of food safety trust is also analyzed in the study. Drawing on an online questionnaire survey from 375 respondents in...