P3 Sweetener is categorized as a nanomaterial-based health and wellness product. It is also known as a nanofood product, used to intensify the nutritional content, quality, and flavor of food. However, minimal research, interest, and engagement have led to limited knowl
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P3 Sweetener is categorized as a nanomaterial-based health and wellness product. It is also known as a nanofood product, used to intensify the nutritional content, quality, and flavor of food. However, minimal research, interest, and engagement have led to limited knowledge discovery, uncertainty, and lack of understanding on this matter. Thus, the present study is intended to investigate the relationship between adoption factors of P3 Sweetener towards the purchase behavior of the consumers. A conceptual framework was constructed based on the Stimulus Organism Response (SOR) model developed by Mehrabian and Russell in 1974. An online questionnaire was distributed online via Google Forms for data collection. This quantitative study involved 390 P3 Sweetener users who responded to the questionnaire distributed in Johor, Malaysia, based upon the purposive sampling plan (homogenous sampling). After discarding the incomplete questionnaires, approximately 365 samples were considered suitable for further analysis, which was performed using Partial Least Squares Structural Equation Modelling (PLS-SEM). Research result indicated that perceived benefit, motivation, and trust have significant relationships with purchase behavior. Also, it postulated that motivation was the most significant predictor for purchase behavior, affecting the psychological processes of the human mind and led to the willingness to purchase the P3 Sweetener. Despite the substantial contributions generated from the current study, limitations do exist. Firstly, the number of food industries related to nanofood in Malaysia is limited. Secondly, the data collection process was time-consuming. The appropriate samples and data collection took approximately six months to be completed due to their confidentiality. Lastly, this research was confined to Johoreans in the state of Johor, Malaysia. Finally, it indicated that this study is among the first to investigate the adoption factor of the P3 Sweetener product from the behavioral perspective. It also helps to comprehensively understand the adoption process of P3 Sweetener among users, especially in health and wellness industries in Malaysia. Lastly, this study helps to enrich the literature by identifying the adoption factors of P3 Sweetener in the health and wellness managerial context and provide recommendations for future studies.
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