Consumers’ intention to purchase dates: Application of theory of reasoned action (TRA)

For years, dates are known for its numerous health advantages in both modern and traditional medicinal articles. Apart from its benefits, hypothetically, the consumption of dates is increasing due to the rising income level caused by economic growth. On that note, this paper investigates the role of attitude and subjective norms in determining consumers’ intention to purchase dates. Also, this study examines the role of demographic variables as moderating factors. Using purposive sampling method, a total number of 1,354 completed survey questionnaires were collected from eight (8) selected states in Malaysia. Descriptive analysis, Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM) were performed. The results indicate that attitude and subjective norms influence consumers’ intention in purchasing while consumers’ marital status and income moderate the relationship between attitude, subjective norms and consumers’ intention. Findings from this study is useful for policymakers in encouraging and promoting daily consumption of dates as a food commodity in Malaysia.