Knowledge And Pattern Of Functional Foods Consumption Among Malaysian

Assessment on consumer’s attitude regarding consumption of functional food products is important because positive attitude and acceptance will lead to good practices. (Seechurn et al. , 2009; Dogan et al. , 2011; Rezai et al. , 2012; Marina et al. , 2014). Few factors were identified to determine the level of acceptance of this food category. First and foremost, demographic factors exert major influence on the attitude and pattern of functional foods consumption in different regions across the world. Different natures and cultural values lead to different attitudes and acceptance of functional foods in different places (Gilbert, 2000; Bech-Larsen & Grunert, 2003; Urala & Lähteenmäki, 2003; Verbeke, 2005).

For instance, Europeans and Danes have low level of acceptance compared to American consumers (Poulsen, 1999; Euromonitor, 2000). Beside demographic factors, gender and age also play important role in the level of acceptance of functional food products among consumers. In general, women have higher knowledge and more positive attitudes towards consumption of functional foods than men (Ong et al. 2014; Brecic et al. , 2014).

In terms of age, young consumers have higher acceptance towards foods regarded as functional in their daily life.

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University students, being young consumers (Carillo et al, 2013), have higher acceptance of functional food products as they are more open to new things when compared middle-age consumers (Rezai et al, 2012). Their positive attitude make the producers give more attention to them as potential customers. The same thing occur in Malaysia, younger consumers have higher awareness related to functional food compared to older consumers with age 26 and above (Rezai et al, 2012). Besides age, household income play role in the level of awareness related to functional food products among Malaysian.

Consumers with income about RM2500 and above are more familiar with functional food products than consumer with lower range of income. Moreover, Malaysian consumer that are more concerned about food safety have higher level of awareness than other consumers. The consumption of these alternative health foods dates far back into time as traditional herbs, and local plants have been used as remedies for many ailments (Bussmann & Sharon, 2006). In a study conducted by Sharmin (2012), consumers who had paid less for better product value than they had expected tended to become more satisfied than others who did otherwise and received a defective purchase. Based on the study conducted by Salleh and Mohd Noor (2014), local functional foods are marketed more towards Malaysian women.