Willingness to Pay for Functional Foods to Stay Fit and Prevent Obesity amongst Malaysian Youth

Authors

  • Lohan Selva Subramaniam
  • Abu Bakar Sade

Abstract

In this era, many have been exposed to healthy lifestyle which includes healthy eating.  Healthy eating refers to the consumption of functional food which contains nutrients needed by the body. Nevertheless, this kind of food usually would be slightly pricy due to its nutrition and goodness, which is a drawback to many people. Thus, this research aimed to identify the willingness to pay for functional foods to stay fit and prevent obesity amongst Malaysian youth. This study was conducted around Kuala Lumpur, Malaysia among 100 youths aged between 15 to 24 years old. Analysis of the results showed that lifestyle adaptation, contributes the most to the youth generations’ perspective as they are more concern on becoming obese-free and active. Social media also influence these youth which in corresponding affects their thinking and increases their confidential level. Third and lastly is food consumption awareness. Findings revealed that functional foods are commonly consumed to tackle obesity related diseases and problem. Dietary supplement usage is widespread among the Malaysian youth citizens as they are more concern about their health as they age.

Downloads

Published

2020-04-16

Issue

Section

Articles