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2.4.2 Attitude

Attitude is defined as a willingness to respond towards the particular institution, people or things consistently that has been learned and
has become a person's special means of response (Freeman, F., n.d). Besides, there is a study by Honkanen et al., (2006) described that
the attitude of an individual toward product consumption is one of the most crucial variables that indicated consumers' choice across
products and services, including food. That is, attitude is described as an overall positive and negative personal evaluations of individual
that performing the target behaviour (Ajzen, 1991). Meanwhile, there are researcher stated that attitude is strongly linked to the
engagement of a person in a given of health behaviour accordingly (Armitage and Conner, 2001). In addition, positive attitude by people
may lead to positive impacts on behaviour while negative attitudes will cause to negative impacts on behaviour (Abdul Aziz &
Kamarulzaman, 2020). Empirically, consumers who show a positive attitude towards supplements argue that taking dietary supplements
able to increase their health and thus, it may cause a higher intention to use dietary supplements, meanwhile consumers that show a
negative attitude may not mean to take supplements (Abdul Aziz & Kamarulzaman, 2020). Based on the explanation given above,
researcher hypothesize:

H2: There is positive significant relationship between attitude and consumers’ intentions towards fraudulent dietary supplements.
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H : There is negative significant relationship between attitude and consumers’ intentions towards fraudulent dietary supplements.

2.4.3 Subjective Norms

Empirically, Ajzen (1991) revealed that subjective norms which also known as normative influences are defined as perceived social
pressure by significant others with the social environment in order to involve in target behaviours. Moreover, social influence has long
been considered a crucial factor influencing the behaviour of consumers (Mangleburg et al., 2004). Nonetheless, subjective norms in
some contexts have been shown to be predictors of bad behavioural intentions (Hausenblas et al., 1997). Besides, Armitage and Conner
(2001) explained that weak relationships can be associate with the way subjective norms are measured and conceptualized. Thus, social
influences in the TPB framework can be enlarged to include information influences (Bearden et al., 1989). Hence, in order to assist
customers in choosing the right dietary supplements, consumers who are unsure about their dietary supplement options can gain
information from people who are more knowledgeable about health information such as health professionals, doctors, physicians, and
family members, or close acquaintances that can provide them with correct information (Park and Lessig, 1977). Therefore, the following
hypothesis was generated:

H3: There is positive significant relationship between subjective norms and consumers’ intentions towards fraudulent dietary
supplements.
H : There is negative significant relationship between subjective norms and consumers’ intentions towards fraudulent dietary
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supplements.

2.4.4 Perceived Behavioural Control

Perceived behavioural control is described as the perception of an individual related to the difficulty or ease of performing a target
behaviour (Azjen, 1991; Abdul Aziz & Kamarulzaman, 2020). To support this finding, Armitage and Conner (2001) have examined that
the role of perceived behavioural control has been analyzed relative to a variety of health behaviours. Moreover, there are studies found
by H, Frances. and Ricks, J. M. (2016), explained that behavioural performance determined by sufficient resources and competence in
order to control barriers to behaviour. Also, according to Abdul Aziz & Kamarulzaman (2020), there was a study examine by them
regarding the perceived behaviour control is logical consideration to supplement intake as a controlling factor that may encourage or
inhibit an intention of a person to take dietary supplements. In addition, Hagger and Chatzisarantis (2005) and Povey et al. (2000) also
found that perceived behaviour control had a positive correlation with exercise and dietary behavioural intentions. Thus, the researcher
hypothesizes:

H4: There is positive significant relationship between perceived behavioural control and consumers’ intentions towards fraudulent
dietary supplements.
04
H : There is negative significant relationship between perceived behavioural control and consumers’ intentions towards fraudulent
dietary supplements.

2.4.5 Awareness

In research from Chartrand (2005), he explained that, consumer awareness whether in consciously or unconsciously, come before
modification, elimination, control, change in behaviour and decision making by a human. Apart from that, there is an important
relationship between awareness and effective consumer behaviour (Isaac and Zabil, 2012). According to Arora et al. (2014), there is a
finding regarding consumer awareness which plays an essential role in decision making, where teenagers are not fully aware of the signs
of quality assurance for various products. To add on, the authors also stated that male teenagers are more aware of consumer rights
compared to female teenagers accordingly. Furthermore, Chincholkar (2016) described that consumer are aware of health and

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