A Preliminary Research on Consumer Acceptance in Nanofood towards Purchase Intention: A Pilot Research

Abstract

Nanofood is one of food technologies, which can enhance food safety, food taste, shelf life and packaging. The main goal of the study is to recognize the influencing factors impacting consumer acceptance in nanofood towards purchase intention. The study is based upon survey approach to collect the primary data from 65 respondents as preliminary pilot test. This research was fully conducted in quantitative study and implementation of research was conducted in Johor, Malaysia. P3 Sweetener is an example product of the study. The model elicits four influencing factors which are knowledge, trust, perceived benefit and psychological. The findings based upon descriptive analysis and reliability test indicated that knowledge, trust, perceived benefit and psychological are significance in reliability test, [Cronbach’s Alpha Coefficient (α) are greater than 0.70]. However, this is the preliminary stage of this research. The study has provided a data based on pilot study. Therefore, it should be considered for further research and addressing the upcoming studies.