Consumption of functional food model for Malay Muslims in Malaysia

Purpose The purpose of this paper is to reveal and understand the consumption of functional food model for Malay Muslim consumers in Malaysia. The paper presents a new framework to understand how the majority of Malay Muslim consumers living in multicultural societies make their functional food choices in the modern world. Design/methodology/approach The data were collected through a self‐administrated questionnaire survey that was distributed using convenience sampling. The items for the questionnaire were identified from a preliminary model derived from the qualitative analysis input using ethnoconsumerist and grounded theory methodologies. Structural equation modelling was used to develop the consumption of functional food model for Malay Muslims in Malaysia. Findings These findings have practical implications for public policymakers (e.g. government and consumer educators), industrial food practitioners, market researchers and manufacturers who produce, sell or market functional foods in Malaysia. Research limitations/implications This research is specific to functional food consumption and Malay Muslim consumers. Thus, the results in this study may not be applicable to cultures in general. Originality/value In terms of originality, the empirical findings of this study represent a contribution to the literature in the area of food marketing in developing multicultural countries, because the model is developed in a cross‐cultural context. The model is specific to the Malay Muslim population.