An empirical analysis of the extended theory of planned behaviour incorporating personal norms in predicting Malaysian generation z'S adoption of healthy eating habits

The primary aim of this study is to examine the factors influencing healthy eating intentions among Malaysian Generation Z by applying an extended Theory of Planned Behaviour (TPB) framework that incorporates personal norms. In this study, attitude toward healthy eating, subjective norms, perceived behavioural control, and personal norms are treated as the independent variables, while intention to consume healthy foods is the dependent variable. The target respondents comprise Generation Z individuals in Malaysia who have experience making daily food consumption decisions. A total of 396 valid questionnaire responses were collected and analysed using Statistical Package for the Social Sciences (SPSS) version 30. Several statistical techniques were employed to address the research objectives and hypotheses, including descriptive analysis, factor analysis, reliability analysis, Pearson’s correlation analysis, and multiple regression analysis. The findings indicate that all proposed TPB constructs, including personal norms, have a positive and statistically significant relationship with intention to adopt healthy eating habits. Correlation results confirm strong associations between the psychological and moral determinants and healthy eating intention. Further analysis using multiple regression reveals that attitude toward healthy eating is the strongest predictor of intention, followed by subjective norms, personal norms, and perceived behavioural control. These findings highlight the importance of both cognitive and moral factors in shaping healthy eating intentions among Generation Z. Accordingly, health promotion initiatives should emphasise positive attitudes, social influence, perceived control, and personal moral responsibility to effectively encourage healthier dietary behaviours. Overall, this study provides empirical support for the extended TPB model and offers practical insights for policymakers and health practitioners in developing targeted interventions to promote healthy eating among young Malaysians