Date of Award
3-23-2026
Thesis Type
Masters
Document Type
Dissertation
Divisions
Faculty of Business and Economics
Department
Department of Management and Marketing
Institution
Universiti Malaya
Abstract
Research aim: Examine Malaysian consumers’ decisions to purchase low-GI foods using the S–O–R framework, while considering how knowledge and trust shape these decisions. Design/Methodology/Approach: A quantitative survey was conducted among 302 Malaysian consumers, with data analysed via confirmatory factor analysis, structural equation modelling, and moderation analysis. Research findings: Attitudes toward low-GI foods are shaped by health consciousness, environmental concern, and social influence, but not price perception. Purchase intention is directly influenced by trust, with moderation observed only for subjective knowledge. Theoretical contribution/Originality: Extends the S–O–R framework through differentiating knowledge type and clarifying the role of trust in low-GI food consumption. Practitioner/Policy implications: Highlights trust-building and consumer education for low-GI food adoption. Research limitation: Cross-sectional design limits causal inference beyond Malaysia.
Additional Information
Dissertation (M.A.) – Faculty of Business and Economics, Universiti Malaya, 2026.
Recommended Citation
Henglei, Cao, "Unpacking low Glycaemic Index (Gi) food purchase intentions in an S-O-R Framework: The multidimensional moderating roles of consumer knowledge and trust" (2026). Student Works (2020-2029). 1929.
https://knova.um.edu.my/student_works_2020s/1929
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
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