Innovative Food and Its Effects toward Consumers’ Purchase Intention of Fast Food Product

This study is about the discoveries on innovative food and its effects toward consumers’ purchase intention of fast food products in Malaysia. The research aims to investigate whether consumers really consider the innovation factor when making decision to purchase the fast food products. The findings of the study indicated that there is less influence of innovative food on the consumers’ purchase intention which emphasizes more on the ‘output’ (which is the end products) rather than ‘input’ (which is raw materials used in producing the foods). Innovative food is being too narrowly defined by the consumers’ as only a technology-related part of innovations. Whereas innovative food could be perceived in a broader scope such as product innovation, process innovation, organizational innovation and market innovation. The result has shown some differences with the previous literature where food innovativeness were found to have positive relationship toward the consumers’ satisfaction. Hence, this study is expected to contribute to the existing knowledge on the dimension of consumer