Purpose The current study aims to integrate the theory of interpersonal behaviour (TIB) and norm activation theory (NAT) to predict consumer purchase intention of upcycled food products. In addition, the current study also included the product attributes of natural content, sensory appeal, and price in determining consumer purchase intention. Design/methodology/approach Three hundred responses were collected by using purposive sampling. A self-administered online survey was distributed among the different regions of Malaysia. The collected data was analysed by using SmartPLS 4.90. Findings The results of TIB indicated that affect and facilitating conditions significantly influenced purchase intention, while social factors and habits were found to be insignificant. In the spectrum of NAT, personal norms were found to influence affect. Meanwhile, ascription of responsibility and awareness of consequences significantly influenced personal norms. Natural content was found to be an insignificant predictor of purchase intention, while sensory appeal and price were found to significantly predict purchase intention. Originality/value This study contributes by revealing how both integrated TIB and NAT shaped consumer upcycled food products purchase intention. The study also included practical suggestions to increase awareness of consumers regarding upcycled food products to encourage purchase intention.
Leong et al. (2026) studied this question.