The Mediating Role of Attitude in the Relationship Between the Extrinsic and Intrinsic Attributes of Japanese Frozen Foods and Consumers’ Intention to Purchase Them: Evidence from Malaysia

Research Aims: To examine the intrinsic and extrinsic factors affecting consumers’ attitudes toward Japanese-made frozen foods and, hence, purchasing behaviour. Design/Methodology/Approach: Consumers who were aware of sample chosen. Convenience sampling plus a cross-sectional, self-administered online survey questionnaire collected data from 307 participants. Findings: Findings showed that brand reputation, halal label, convenience, food quality positively related to attitude towards Japanese food, whereas health consciousness was negatively associated with attitude. Attitudes found mediate relationships between reputation purchase intention, label intention foods. Theoretical Contribution/Originality: Given fierce competition growth within industry, this study advanced knowledge Malaysian consumer behaviour in context Managerial Implication South East Asian Context: The mediating role relationship product among consumers Malaysia provided valuable insights on exported predominantly non-Muslim country Muslim Asia. Limitation & Implications: scope limited Malaysians Examining attributes crucial because awareness preference for is still low Malaysia, there about products. Keywords: Extrinsic Factors, Intrinsic Attitude, Purchase Intention, Frozen Foods,