Consumers' responsiveness towards contaminated canned sardine in Malaysia: dcoes perceived severity matter?

Nor Asiah Omar

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Type :	article
Subject :	HD28 Management. Industrial Management
Main Author :	Nor Asiah Omar
Additional Authors :	Nor Liza Abdullah Zuraidah Zainol Muhamad Azrin Nazri
Title :	Consumers' responsiveness towards contaminated canned sardine in Malaysia: dcoes perceived severity matter?

Place of Production :	Tanjong Malim
Publisher :	Fakulti Pengurusan dan Ekonomi
Year of Publication :	2020
Corporate Name :	Universiti Pendidikan Sultan Idris

Abstract : Universiti Pendidikan Sultan Idris

Incidences of food contamination often lead to behavioral changes among consumers, and the long-term outcome may jeopardize economic returns to producers. Therefore, this study aims to examine the relationship between food safety concerns, price consciousness, perceived severity, and food repurchase intention in the context of the canned sardine contamination issue in Malaysia. Moreover, the moderating and the mediating impact of perceived severity on repurchase intention are also uncovered in this study. A self-administered survey was distributed to a total of 400 respondents among consumers of canned sardine who had prior knowledge regarding canned sardine contamination. Empirical finding supported that price consciousness is related to repurchase intention. Perceived severity positively moderates the relationship between these two variables. The study results also reveal that, perceived severity fully mediates the relationship between food safety concerns and consumers’ repurchase intention. This paper offers new insights into tackling food poisoning issues and addressing market sales during a food contamination outbreak.

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