Research Proposal for Fruits and Vegetable Consumption and Intention to Consume: Attitude as a Mediator

Abstract

In Malaysia, the number of fruits and vegetable consumption is still below the exact recommendation by the Ministry of Health. YouTube is one of the social media platforms that has received minimal research related to consumer consumption behaviour. So far, there are limited studies can be found to measure YouTube advertising towards the intention to consume fruits and vegetables in Malaysia. Hence, this conceptual paper aims to identify the factors that affect consumers attitude to consume fruit and vegetables in YouTube advertising. Perceived credibility, perceived usefulness, perceived video characteristics, number of likes, views, comments and replies, and attitude towards consumers are predicted to have an impact on attitude towards consumers to eat fruit and vegetables. Tripartite Attitude Model is used to develop in the conceptual framework and is prepared in this study. This study hopes to contribute to the YouTube literature by identifying the factors that influencing fruit and vegetable consumption advertising and health marketing.