An Exploratory Factor Analysis on Adoption Factors of P3 Sweetener

Abstract

Nanofood has progressively became an attractive technology that would radically change the food industry. However, due to limited research in the food industry, it is difficult to identify how nanoparticles and materials are applied into the food and consumers are not realised the existence of nanofood itself. Thus, this research was conducted to recognize the adoption factors of P3 Sweetener effecting on purchase behaviour towards consumer satisfaction. The main samples from 365 of respondents were collected from a survey carried out in Johor, Malaysia. By conducting Exploratory Factor Analysis (EFA), the result has showed that trust, perceived benefit, motivation and knowledge were well structured in the analysis and play an important role in adoption factors. In addition, Cronbach’s Alpha Coefficient (?) has indicated that all factors are significantly and greater than 0.70. Finally, this research has managed to reveal four adoption factors of P3 Sweetener effecting on purchase behaviour towards consumer satisfaction