Antecedents of Purchase Intention at Food Trucks in the Klang Valley, Malaysia

Palanivalu, Ravindran (2025) Antecedents of Purchase Intention at Food Trucks in the Klang Valley, Malaysia. Doctoral thesis, Asia e University, Malaysia.

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Abstract

Food trucks are ubiquitous in major cities globally, their numbers slowly increasing over the past decade. There are very few studies covering food trucks globally, including studies on food safety. Globally, incidents in food safety are under-reported in most developing countries including Malaysia.The Klang Valley is noted to have the largest concentration of food trucks in Malaysia, servicing about 8.7 million people. Food poisoning incidents in Malaysia have been increasing at an alarming rate since 2007 and continues to be persistently high. Food trucks, which comprise a big part of Malaysian street food, have been implicated in this rising rate by some researchers. This paper will study the impact of concern for food safety, health, social and environment to gain an understanding on how this factor influences the perception of consumers in Selangor and Kuala Lumpur with regards to food trucks by using the Theory of Planned Behaviour (TPB). The target population for this research are individuals who reside in Selangor and Kuala Lumpur who are 18 years of age or older. Facebook and WhatsApp web-based survey data collection methods were used by quantitative purposive sampling using non-probability sampling methods, and a total of 126 useable samples were obtained. Collected data was analysed with SPSS (Statistical Package for the Social Sciences) for the purpose of data cleaning and to conduct descriptive analysis. The data was then processed for Structural Equation Modelling using Partial Least Squares. Finally, the inferential analysis was applied on the data for hypothesis testing through SMART PLS 4.0. 6 out of 13 hypotheses was supported. Mediation by attitude was supported with food safety concern having partial mediation while environment concern having full mediation. Studies show that consumers have concerns regarding the cleanliness and safety of food purchased from food trucks, while social consciousness was borderline insignificant in influencing attitude and purchase intention. The findings will contribute effectively to encourage food truck vendors to improve their safety profile to increase patronage while health authorities can concentrate on food vendors, vehicle hygiene and enforcement to improve food safety.

Item Type:	Thesis (Doctoral)
Uncontrolled Keywords:	Food truck, attitude, purchase intention, food safety concern
Subjects:	H Social Sciences > H Social Sciences (General) T Technology > TX Home economics
Divisions:	School of Management
Depositing User:	Muhamad Aizat Nazmi Mohd Nor Hamin
Date Deposited:	09 Apr 2026 03:07
Last Modified:	09 Apr 2026 03:07
URI:	http://ur.aeu.edu.my/id/eprint/1449

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