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786 Suhailiey & Adaviah (2022)

increasing recently by all generations to ensure their health is more secure and this is becoming increasingly popular among Malaysians
nowadays.

1.1 BACKGROUND OF THE COMPANY

Globally, we found that there are many manufacturers that produce various types of dietary supplements for the purpose of helping people
in obtaining various benefits to the body such as helping to increase the immune system for children, adults and elderly. Apart from that,
Tunas Duta Cemerlang (TDC) Holdings Sdn Bhd is one of the companies that produce dietary supplement which is C2Joy Colostrum
Milk. C2Joy is a mixture of skim milk drink with colostrum that were processed with bovine colostrum milk as early as 6 hours to ensure
there is maximum colostrum quality and immunoglobulin ingredients. Colostrum is very important for humans in building and enhancing
the effectiveness of the antibody system and providing optimal growth factors to humans especially babies.

Mr. Hafiz Hiew, 34 years old is the Chief Executive Officers (CEO) and Co-Founder of TDC Holdings who was born in Ipoh in
1987. In 2016, on the trust and confidence of his father Mr. Alvin Hiew, he was entrusted to set up Tunas Duta Cemerlang Sdn Bhd in
Malaysia by helping to create more millionaires with TDC. The mission of the company is to create a happier, healthier and more independent
daily life for people, meanwhile their vision is prioritizing integrity, increasing personal value and struggling for better achievement. In 2018,
C2Joy was declared as ‘High Calcium’ milk. To add on, by the end of 2020, TDC's revenue has already exceeded 100 million. This clearly
proves that the dietary supplement, C2Joy Colostrum Milk that being produced by TDC Holdings Sdn Bhd received a good response in the
market due to the effectiveness of the product among consumers.

TDC Holdings not only produces C2Joy colostrum milk, in fact, they come with a formulated hand sanitizer made from strong
active ingredients and capable of completely eradicating harmful germs including corona virus. Last but not least, it is shows that the demand
for C2Joy milk has been increasing recently as it helps to boost the human immune system as well as helps to fight harmful diseases in our
bodies especially during the Covid-19 pandemic season.

1.2 PROBLEM STATEMENT

Recently, TDC Holdings Sdn Bhd faced problems in terms of the fraudulent in copying of C2Joy Colostrum Milk product. This is due to
irresponsible competitors that trying to manipulate the original product to tarnish the image of TDC Holdings Sdn Bhd. When there is an
increase in dietary supplement consumption, there are also incidents related to increase of food safety as there are many counterfeit food
supplements in the market by manufacturers who aim to gain additional profits by ignoring consumer safety concerns (Abdul Aziz &
Kamarulzaman, 2020). According to Wheatley and Spink (2013), they said that dietary supplement fraud is a form of product fraud or food
fraud and also known as economically motivated adulteration (EMA). This will cause adverse effects to consumers due to the uncertainty
of the ingredients used by the irresponsible parties.

Fraudulent activity in copying of C2Joy Colostrum Milk product has been detected by TDC Holdings and appropriate action has
been taken. But there are still others who keep trying to do the same thing and try to tarnish the image of the company. This will cause
consumers to be deceived by buying a fake product instead of the original. With the existence of this issue, researchers are concerned to
study the factor influencing consumers' intentions towards fraudulent dietary supplements. Thus, next section will highlight the research
questions and objectives.

1.3 RESEARCH QUESTIONS

This study listed five main research questions:

RQ 1: Does the factor of knowledge significantly influence consumers’ intentions towards fraudulent dietary supplements?
RQ 2: Does the factor of attitude significantly influence consumers’ intentions towards fraudulent dietary supplements?
RQ 3: Does the factor of subjective norms significantly influence consumers’ intentions towards fraudulent dietary supplements?
RQ 4: Does the factor of perceived behavioural control significantly influence consumers’ intentions towards fraudulent dietary
supplements?
RQ 5: Does the factor of awareness significantly influence consumers’ intentions towards fraudulent dietary supplements?

1.4 RESEARCH OBJECTIVES

This study listed five main research objectives:

RO 1: To examine the relationship between knowledge and consumers’ intentions towards fraudulent dietary supplements.
RO 2: To examine the relationship between attitude and consumers’ intentions towards fraudulent dietary supplements.
RO 3: To examine the relationship between subjective norms and consumers’ intentions towards fraudulent dietary supplements.
RO 4: To examine the relationship between perceived behavioural control and consumers’ intentions towards fraudulent dietary
supplements.
RO 5: To examine the relationship between awareness and consumers’ intentions towards fraudulent dietary supplements.

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