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nutritional supplements as well as they believed that these products have a tendency to help them in sustaining their body health.
According to Kulkarni and Mehta (2013), they mentioned that consumers are never lodging claims against traffickers even though they
are aware of consumer rights. Besides, awareness of rights and responsibilities among consumers is high but they are at the lowest
level for concern about food adulteration (Gupta & Panchal, 2009). Hence, the following hypothesis was generated:

H5: There is positive significant relationship between awareness and consumers’ intentions towards fraudulent dietary supplements.
05
H : There is negative significant relationship between awareness and consumers’ intentions towards fraudulent dietary supplements.

2.5 CONCEPTUAL FRAMEWORK MODEL

(Independent Variables)

Knowledge
H1
Attitude (Dependent Variable)
H2

Consumers’ Intentions
Subjective Norms H3 Towards Fraudulent Dietary
Supplements
H4
Perceived Behavioural Control
H5

Awareness

Figure 1.0: Conceptual Framework of The Factor Influencing Consumers’ Intentions Towards Fraudulent Dietary Supplements

Source: Adapted from Ajzen (1991); Chartrand (2005); Axon et al. (2017).

Figure 1.0 shows the conceptual framework of this research. The function is to test the relationships between independent variable and
dependent variable for academic and business purposes. The framework of the variables in Figure 1.0 was adopted from Ajzen (1991);
Chartrand (2005); Axon et al. (2017) who highlighted the factors of knowledge, attitude, subjective norms, perceived behavioural factor, and
awareness that influencing consumers’ intentions towards fraudulent dietary supplements.

■ 3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

The research design used in this study is conclusive research design which also known as descriptive quantitative research. In order to obtain
the information needed to structure and solve marketing research problems, the research design is required where a framework can explain
the procedures needed by running a marketing project (Malhotra, 2009). At initial stage of this study, the researcher has collaborated with
Tunas Duta Cemerlang (TDC) Holdings Sdn Bhd as well as interview the CEO regarding the issues faced by the company recently. Then,
after receiving approval to conduct a study of their company issues, the researcher proceeds to observe the conceptual framework that in line
with the problem statement accordingly.

3.2 POPULATION AND SAMPLE SIZE

The population of this research is focusing on Johor community that consume dietary supplements of C2Joy Colostrum Milk. Based on the
Official Website of ZhujiWorld.com, there are 1,798,180 men followed by 1,703,375 women was recorded until February 2021. The total
population of residents in Johor is 3,501,557. Questionnaire will be distributed to the respondents by using purposive sampling.

Referring to Hair et al. (2010), a minimum number of sample size required in research study should be at least 100 samples. Therefore, at
least 100 sets of questionnaires have been distributed and collected the samples among the respondents from population in Johor through

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