Does the milk powder scare matter? A survey examining penang's consumer purchase intention with attitude as the mediator

In the present work, the extended Theory of Planned Behaviour was utilised in order to examine and unearth the consumer milk powder purchase intention after the milk powder scare. For this reason, a self-administered questionnaire was developed using established scales. Moreover, a survey on 200 respondents was conducted in Penang, Malaysia through an online survey questionnaire. Statistical Package for the Social Science (SPSS) was utilised to analyse the data. The findings revealed that product knowledge, product involvement, and perceived benefit were positively and significantly related to purchase intention. Surprisingly, perceived risk and country of origin's image do not have any significant relationship with purchase intention. Attitude, playing the role of the mediating variable in the present work, was discovered to have a mediating effect on the relationships among product knowledge, product involvement, perceived benefit, perceived risk, country of origin's image, and purchase intention regarding milk powder. The present work shines a new light on Malaysian consumers' purchase intention towards milk powder. Furthermore, the results of the present work can be adopted as a source of reference by milk powder companies in order to formulate strategic marketing plans, for instance during the food scare crisis.