The Application of the Theory of Planned Behaviour among Gum Arabic Consumers in Malaysia

Abstract

Acacia senegal and acacia seyal, which are known as gum arabic, are not only used as food stabilisers and protective agents against dental erosion, but also as dietary supplements to be consumed daily. Due to the multi-functionality and increasing demand for gum arabic, the present study aims at applying the theory of planned behaviour among gum arabic consumers by investigating the relationship between attitudes towards consuming gum arabic (M = 29.56, SD = 5.96), subjective norms (M = 20.95, SD = 5.32), perceived behavioural control (M = 23.78, SD = 4.78), intention (M = 30.04, SD = 6.37) and behaviour. A cross-sectional survey with purposive sampling technique was used to recruit 100 participants (72% females and 28% males) who were gum arabic consumers. Their age range was between 18 to 64 years old. The Survey of the Theory of Planned Behaviour was used to measure the variables in the present study. Results indicate that attitudes towards gum arabic (r = .79, p < .001), subjective norms (r = .54, p < .001) and perceived behavioural control (r = .88, p < .001) were positively associated with the intention to consume gum arabic. The intention was positively correlated with consumption behaviour (r = .32, p < .001). As the consumer psychology study on gum Arabic in Malaysia is scarce, the findings provide a noteworthy contribution to the body of knowledge, especially in understanding the consumption behaviour among gum arabic consumers from psychological perspective. In addition, the present study offers valuable insights for gum arabic marketers and suppliers in understanding their consumers so as to develop effective and winning strategies to market this product, in line with the regulations and guidelines from the government.