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behavioural control, but then not subjective norms. Thus, people need to be assisted by their closest acquaintances such as husband, parents,
siblings and doctor that can provide correct information in choosing the right dietary supplements in order to avoid from taking fraudulent
dietary supplements.

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

Based on Table 4.16, hypothesis testing analysis indicates that the hypothesis is not supported with (β= -0.022, p>0.05, t<1.645). The results
showing that the perceived behavioural control and consumers’ intentions towards fraudulent dietary supplements. Hence, the null hypothesis
is rejected.
It can be described that perceived behavioural control refers to the ease or difficulty an individual feels to commit behaviours against the
intake of dietary supplements among consumers. According to (Wong et al., 2018), if a person believes that he or she has a high level of
behavioural control over a certain behaviour, that person is more likely to show a clear desire to engage in that action. This indicates the
lower the perceived behavioural control of individual, the weaker their intentions to perform behaviour in order to avoid fraudulent dietary
supplements consumption. This can be supported by Ajzen I. & Madden TJ. (1986) which explained individuals might have intentions to
change and maintain some health behaviours, but then, they might not encourage to those behaviours due to their daily environment.
Therefore, more effective behavioural need to be created by health educators to stimulate understanding of fraudulent dietary supplements
among consumers as well as to prevent more people from getting caught up in the use of fake dietary supplements.

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.

The results from the Table 4.16 indicates the variable of awareness values is (β = 0.078, p>0.05, t<1.645). This means H5 is not supported
due to the values are not within the range. Subsequently, awareness is negatively significant with consumers’ intentions towards fraudulent
dietary supplements. Hence, the null hypothesis is accepted.
According to Théolier et al. (2021), understanding of consumers towards concept of food fraud is limited and their understanding of the
related risks is constructed on imperfect information. Food regulatory frameworks does not well organized or equipped to prevent or control
food fraud due to lack of preparation actions (Spink & Moyer, 2011). Lately, there are some international cases related to food fraud
with public health effects have been attracting the attention of consumers through the media. Previous research by Théolier et al. (2021)
explained, if consumers are aware of a case of food fraud, individual can think that consumers will exaggerate their own risk exposure
because of their perception towards food fraud is not being properly managed by other stakeholders. Thus, marketers and companies that
manufacture dietary supplements products need to play a role in conveying more understanding of food fraud so that people could be more
aware with the existence of issues around them.

5.2 Managerial Implications

There are several managerial implications from the results of the findings and outcome of this research that could be significantly
beneficial to the industries, researchers and marketers. At the same time, it could help TDC Holdings Sdn Bhd to convey understanding to
their existing and potential customers regarding the originality of their product, C2Joy Colostrum Milk instead of the fake one. Firstly,
TDC Holdings is encouraged to held a campaign on a monthly basis about the differences of products that produce by the company are
guaranteed safe as they have received approval from various parties such as 'MeSTI' and Ministry of Health (MOH). The campaign can be
implemented through online which are main websites and social media platforms such as Instagram, Facebook and TikTok. From that, people
will be more aware with the existing of the original product and avoid being deceived into buying fake product even it is the same brand.
This is supported by research from (Germain, 2017), in recent years, internet such as social media has emerged as an essential source of
health-related information that gives people chances to search for free health information through online. Secondly, in terms of subjective
norms, all agents under TDC Holdings also need to play a role in disseminating and sharing the content such posters and video advertisements
provide by HQ regarding awareness of the disadvantages of consuming counterfeit products. Hence, those people also will advise his close
acquaintances also not to take fake dietary supplements as it is dangerous for health in the long-term in the future. Previous study has
mentioned that the more types of supplements consume by certain individuals, the more he or she depends on the media for the information,
implying that the media has a strong influence on certain consumers (Peters et al., 2003). Finally, for perceived behavioral control, individuals
can control themselves from taking fake products with sufficient external factors and can influence themselves not to do bad things that
affect health. Thus, marketers should understand the current market growth in dietary supplements consumption to conduct effective
communication for society in improving health levels among consumers. This will lead to increase health awareness and benefits of products
by TDC Holdings that are dominating the world. This also supported by research that mentioned by Ajzen (2002), the strength of an
individual’s beliefs about his or her abilities (which capture elements of perceived behavioral control) will relatively increase his or her
personal assessment of all sorts of things.

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