Consumers’ Intention to Purchase Dates: Application of Theory of Reasoned Action (TRA)

Abstract

For years, dates are known for its numerous health advantages in both modern and traditional medicinal articles. Apart from its benefits, hypothetically, the consumption of dates is increasing due to the rising income level caused by economic growth. On that note, this paper investigates the role of attitude and subjective norms in determining consumers' intention to purchase dates. Also, this study examines the role of demographic variables as moderating factors. Using purposive sampling method, a total number of 1,354 completed survey questionnaires were collected from eight (8) selected states in Malaysia. Descriptive analysis, Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM) were performed. The results indicate that attitude and subjective norms influence consumers' intention in purchasing while consumers' marital status and income moderate the relationship between attitude, subjective norms and consumers' intention. Findings from this study is useful for policymakers in encouraging and promoting daily consumption of dates as a food commodity in Malaysia.

Full text

MALAYSIAN JOURNAL OF CONSUMER AND FAMILY ECONOMICS
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CONSUMERS’ INTENTION TO PURCHASE DATES: APPLICATION OF THEORY
OF REASONED ACTION (TRA)
Asmaddy Haris
1
, Zurina Kefeli@Zulkefli2, Nursilah Ahmad2, Siti Nurazira Mohd Daud2, Nurul
Aini Muhamed2, Syadiyah Abdul Shukor2 and Aimi Fadzirul Kamarubahrin2
Abstract
For years, dates are known for its numerous health advantages in both modern and traditional
medicinal articles. Apart from its benefits, hypothetically, the consumption of dates is increasing
due to the rising income level caused by economic growth. On that note, this paper investigates
the role of attitude and subjective norms in determining consumers’ intention to purchase dates.
Also, this study examines the role of demographic variables as moderating factors. Using
purposive sampling method, a total number of 1,354 completed survey questionnaires were
collected from eight (8) selected states in Malaysia. Descriptive analysis, Exploratory Factor
Analysis (EFA) and Structural Equation Modeling (SEM) were performed. The results indicate
that attitude and subjective norms influence consumers’ intention in purchasing while
consumers’ marital status and income moderate the relationship between attitude, subjective
norms and consumers’ intention. Findings from this study is useful for policymakers in
encouraging and promoting daily consumption of dates as a food commodity in Malaysia.
Keywords: Dates, consumers’ intention, subjective norms, attitudes, structural equation
modeling (SEM)
Acknowledgement: This research was funded by the Ministry of Education (MOE) under the
Niche Research Grant Scheme (NRGS) USIM/NRGS_P6/FEM/8406/52113. Universiti Sains
Islam Malaysia.
Introduction
The rapid growth in Malaysian economy has changed the lifestyle of the community
towards consuming healthy products. A study by Quah & Tan (2010) showed that food
consumption pattern has changed as consumers have become more educated and
conscious about health and wellness issues, particularly related to food choices and
diet. As such, this development leads to the prospect of demand for premium food
such as dates fruit. Dates, or its scientific name is Phonix Dactylifera, is among the
main top fruit crop of the Middle East. Today, large quantities of many dates varieties
are commercially produced in countries such as Algeria, China, Egypt, Iran, Iraq,
Pakistan, Saudi Arabia, Sudan and the United Arab Emirates (Ismail et al., 2006).
Dates are rich in vitamins, minerals and fibre. It contains oil, calcium, sulphur,
iron, potassium, phosphorus, manganese, copper and magnesium. Dates
consumption can also provide relief from constipation, intestinal disorders, heart
problems, anaemia, diarrhoea, abdominal cancer and many other conditions. It is also
identified as having antioxidant and anti-mutagenic properties and reduces heart
disease (Ismail et al., 2006). The Food and Agriculture Organization (FAO) estimated
the daily per capita supplies of dates are around 50g. A more recent study by Ismail et
al., (2006) suggested that average daily consumption per capita is 114g. The authors
1
Corresponding author: Asmaddy Haris, 2Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia, 71800
Bandar Baru Nilai, 71800 Negeri Sembilan, Malaysia. Email: hasmaddy@usim.edu.my

MALAYSIAN JOURNAL OF CONSUMER AND FAMILY ECONOMICS
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posited that the degree of dates consumption reflects their importance and the
economic feasibility of their production. Another study states that the consumption of a
100g portion of dates flesh from dates palm has been reported to meet approximately
half the daily dietary recommended intake to prevent micronutrients deficiency
(Shabani et al., 2015).
In 2001, the top five dates producing countries were Egypt, Iran, Saudi Arabia,
Pakistan and Iraq; accounting for about 69% of total production (Botes, A. & A. Zaid,
2002). The Kingdom of Saudi Arabia is among the top three dates producing
countries of the world, accounting for nearly 15% of the global dates production. In
Europe, particularly, the European Union (EU) is a key market for dates exporters.
The EU imports of dates represented 10% of world imports in volume, but they
account for some 30% in value (Liu, 2003). One interesting case is in France. The
country re-exports dates mainly to other European countries using the strategy of
importing good quality fruit in bulk and then re-pack the fruits in Marseilles for the
higher income market. Meanwhile, Iran and Pakistan are the major exporting countries
in terms of volume, with India as the target market (FAO, 2000).
As for the imports of dates, the main importers are India, the United Arab
Emirates (UAE) and Europe. Besides that, the top five countries to import dates during
1996-2000 were India, Pakistan, Malaysia, the UAE and the EU (Botes, A. & Zaid,
2002). However, on top of that, Economic Complexity Index (ECI) reported that
Malaysia is the 19th largest export economy in the world and the 25th most complex
economy. It is postulated that Malaysia could learn from France’s success in
becoming a re-export packing house for dates fruits. Especially as an Islamic country,
the demand of dates fruits among consumers as they consume them regularly, would
be an advantage for Malaysia’s economic growth.
On that note, as to support the fact of suggesting dates fruit product could
upsurge Malaysia’s economy growth, the objective of this paper is to investigate the
factors that are potentially affecting consumers’ intention to purchase dates in
Malaysia. The study designed is adapted based on the work of Fishbein & Ajzen
(1975), Ajzen & Fishbein (1980) and Evans et al. (2009). In order to achieve the
objectives, Theory of Reason Actions (TRA) is adopted by investigating behavioural
intention and its important antecedents, including attitude and subjective norm.
Theory of Reasoned Action (TRA)
Theory of Reasoned Action (TRA) was proposed by Fishbein & Ajzen (1975) and
Ajzen & Fishbein (1980). As shown in Figure 1, the theory explains the re lationship
between attitudes and behaviours with human action. This theory is often used to
predict how individuals will behave based on their pre-existing attitudes and
behavioural intentions. According to Fishbein & Ajzen (1975), behavioural intention is
determined by two major factors; a personal or “attitudinal” factor and a social or
“normative” factor. The application of this theory in understanding consumers’
behaviour focuses on the attitude of the customers towards a product, a brand, a
person or an issue (Evans et al., 2009). Based on the information obtained from the
environment, the consumer will then interpret and evaluate this information to form
beliefs, attitude and intention towards a brand and respond towards their intentional
stance (whether to purchase/trial and to reject or accept a product/brand).

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Consequently, purchase intention is defined as consumer preference to buy a product
or service because he or she finds that he or she needs a particular product or
service, or even attitude towards a product and awareness of product (Ahmad, 2014).
Figure 1: Fishbein & Ajzen (1975) and Ajzen & Fishbein (1980)
In understanding an individual’s attitude, Loudon & Della Bitta (1993) define attitude
as an enduring organisation of motivational, emotional, perceptual and cognitive
process with respect to some aspects of an individual’s world. Meanwhile, Kahle
(1984) defines attitude as adaptation of abstractions or generalizations about
functioning in the environment that are expressed as predispositions to evaluate an
object, concept, or symbol. This abstraction process emerges continuously from the
assimilation, accommodation, and organization of environmental information by
individuals, to promote interchanges between the individual and the environment that,
from the individual’s perspective, are favourable to preservation and optimal
functioning.
Others argue that attitude refers to people’s evaluation of some concepts
(Bagozzi, 1988). The TRA assumes that individuals act rationally and they do
consider the implications of their actions before planning to act (Fishbein & Ajzen,
1975). It also assumes that an individual’s subjective norm is determined by normative
beliefs, which is a function of perceived expectations of specific referent individuals or
groups, and his or her motivation to comply with their expectations (Fishbein & Ajzen,
1975). Thus, in this study, attitude and subjective norms towards the purchase of
dates will be analysed.
Several studies have been conducted using TRA in understanding consumer’s
attitudinal and normative factors on purchase intention particularly on food purchase
Beliefs that the behaviour
leads to certain outcomes
Evaluation of these
outcomes
Attitudes towards
behaviour
Behavioural intention
Beliefs that the behaviour
leads to certain outcomes
Subject’s motivation to
comply with other people.
Subjective norms

MALAYSIAN JOURNAL OF CONSUMER AND FAMILY ECONOMICS
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and consumption (Rana & Paul, 2017; Yadav & Pathak, 2016, Bianchi & Mortimer,
2015, Matheny et al., 1987; Rutter & Bunce, 1989; Towler & Shepherd, 1992).
Although shopping for food products can be considered as a routine purchase, food
consumption choices are often symbolic in nature and they can signify a lot to
consumers and to some significant others in their lives (Warde, 1997; Douglas, 1984;
Mennell, 1985). Using the TRA, Choo et al. (2004) found that subjective norms play a
major role in consumer purchase decisions of new food products in India. This result is
in tandem with the belief that people living in a collective culture (like India) place more
importance in conforming to social norms. However, in Eves & Cheng’s (2007) study
which compares consumers in China and England found that attitude, when compared
with subjective norms, is a more important factor for consumers in both countries
when predicting the intention to buy new food products. This result contrasts with the
belief that in a collectivist culture, such as China, subjective norms are more likely to
influence behavioural intention. However, on further investigation one finds that the
differences can probably be attributed to the different demographics of the samples
used in the studies; as the study in India depicts that they recruit samples from both
urban and rural areas, while in China only samples from some major cities were taken.
Eves & Cheng (2007) acknowledged this and confer that the results might be different
if they include samples from rural areas in their study.
Moderating Factors
Previous studies have analysed various individual factors that moderate consumer
intention to consume food. With regards to income, some research has indicated that
income level does not affect organic food purchases (Jolly, 1991), whereas other
research has suggested that consumers earning higher incomes were more likely to
have purchased locally produced foods (Misra et al., 1991) and to have purchased
foods produced with reduced pesticides (Ross et al., 2000; Govindasamy & Italia,
1998). In another study, Richardson et al. (1996) proposed that higher education may
act as a surrogate measure of income. They found that higher-income consumers to
be less deal prone, less impulsive, smarter in their purchase and more brand loyal on
purchasing dates.
In other studies, Homburg & Giering (2001) and Baltas (2003) found that
women are more involved in purchasing activities as compared to men. Also, Ailawadi
et al. (2001) found that women value self-expression and exploration more in
comparison with men. Similarly, Sherman et al. (2001) observed that in regard to
shopping environment, women are more deal prone, have a higher sense of
adventure and have more market knowledge.
As intention is a part of psychological behaviour, marital status may be
identified as one of the moderating variables in explaining purchase intention. Studies
consistently show that the married status consumer possesses lower degrees of
psychological distress than the non-married status across a variety of outcomes
(Simon, 2002; Williams, 2003). Research seeking to explain these differences has
typically examined the economic, social, and psychological resources that marriage
may provide (Bierman & Milkie, 2006). These arguments thus urged researchers to
further analyse the moderating effects of three demographic factors namely; gender,

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marital status, and income. The proposed theoretical framework is shown in Figure 2
and the followings are hypothesis developed in this study:
H1
:
An individual’s attitude is positively related to intention in purchasing dates.
H2
:
An individual’s subjective norm is positively related to intention in
purchasing dates.
H3
:
An individual’s demographic variables (i.e. gender, marital status, income)
moderate the relationship between attitude, subjective norms and intention
in purchasing dates.
Figure 2: Proposed Theoretical Framework
Research Methodology
For the purpose of this study, purposive sampling method has been used in data
collection. A total of 1,354 completed survey questionnaires have been collected from
eight (8) states which have been identified by two criteria; monthly household income
and population size. Kuala Lumpur, Putrajaya and Selangor represent the highest
income states, while Kedah, Perlis, Kelantan capture the lowest income population
states, and two (2) states that represent middle income states; Negeri Sembilan and
Beliefs that the
behaviour leads to
certain outcomes
Evaluation of these
outcomes
Attitudes towards
behaviour
Behavioural
intention
Beliefs that the
behaviour leads to
certain outcomes
Subject’s motivation
to comply with other
people
Subjective norms
Moderating factors:
Gender, Marital status, Income

MALAYSIAN JOURNAL OF CONSUMER AND FAMILY ECONOMICS
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Pahang. Thus, on the total number of population in accordance to the highest, middle
and lowest income, 30 districts have been selected for questionnaire distributions.
The survey questionnaire contains questions on attitude, intention, and
subjective norms adapted from Evans, Jamal, and Foxall (2009). Respondents were
also asked on demographic information. The survey questionnaire was constructed
based on the findings of focus group analysis conducted at an earlier stage of this
study. Respondents of this research presented their degree of agreement on each
item in section five by using a five-point likert scale, rating from (1) “Strongly disagree”
to (5) “Strongly agree”. To verify the reliability of the questionnaire, pilot study was
conducted with a small group of consumers randomly. No major changes were made
based on the pilot study exercise. The data analysis involves descriptive analysis,
Exploratory Factor Analysis (EFA) and later Structural Equation Modeling (SEM).
Results and Discussion
Demographic profile of respondents
Table 1 illustrates the respondents’ profile. 59.5% of the respondents were female
while 40.5% were male. 42.3% of the respondents aged below 35 years old while
57.7% aged above 40 years old. The information on marital status demonstrated that
more than half (59.8%) were married or divorced and 40.3% of the respondents were
reported single. In regard to educational background, 8.9% had LCE/SRP/PMR and
below, 46.8% had MCE/SPM/STPM/STAM, 20.8% had a diploma while others
(23.5%) obtained at least a degree. On respondents’ occupation, the largest group
comprised of private company staff (29.0%), followed by government staff (21.6%),
businessmen/women (15.8%), students (10.4%), housewives/husbands (4.7%),
pensioners (3.4%), and others (5.5%). In terms of the respondents’ income, majority
(74.0%) of the respondents earned below RM3,000 while 26.0% of the respondents
earned above RM3,000 monthly.
Table 1: Respondents’ Profile
Demographic
Variables
Category
Sample (n=1354)
Frequency
(%)
Gender
Male
549
40.5
Female
805
59.5
Age
16-20 years old
79
5.8
21-25 years old
162
12.0
26-30 years old
148
10.9
31-35 years old
105
7.8
36-40 years old
624
46.1
41-45 years old
63
4.7
46-50 years old
58
4.3

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Demographic
Variables
Category
Sample (n=1354)
Frequency
(%)
51 and above
115
8.5
Marital Status
Single
545
40.3
Married/Divorced
801
59.8
Education
LCE/SRP/PMR and below
120
8.9
MCE/SPM/STPM/STAM
634
46.8
Diploma
282
20.8
Degree and above
318
23.5
Occupation
Government staff
293
21.6
Private company staff
393
29.0
Self-employed
344
25.4
Housewife/husband
63
4.7
Pensioner
46
3.4
Student
141
10.4
Others
74
5.5
Monthly Income
Below RM900
292
21.6
RM900-RM1,500
379
28.0
RM1,501-RM3,000
330
24.4
RM3,001-RM4,500
193
14.3
RM4,501-RM6,000
104
7.7
RM6,001 and above
56
4.1
Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA)
Exploratory Factor Analysis (EFA) was first conducted to identify the underlying
relationships between measured variables. The EFA involving four-item scale for
attitudes extracted a single factor solution and four-item scale for subjective norms
construct. This is in line with expectations, intention to purchase dates also emerged
as a single factor.
Then, Confirmatory Factor Analysis (CFA) was performed using AMOS to
confirm the factorial structure of all constructs appearing in the conceptual model
(Byrne, 2010). CFA could produce empirical evidence of construct validity (Anderson
& Gerbing, 1982). The CFA includes all three constructs excluding the moderating
variables. In arriving at the final set of items for each construct, modification indices
recommend to apply error covariance between item SN1 (My family and friends love
to consume dates) and SN2 (My family and friends think I should consume dates) to
increase the model fit. Consequently, items SN1 and SNI2 were summed and

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transformed into mean value to avoid complexity and multicollinearity (Lee, 2005) and
the new item for the mean score for item SN1 and SN2 is New SN.
The resulting measurement model is χ2 = 304.980 with 32 degrees of freedom,
p=0.001, Comparative-Fit-Index (CFI) = 0.973; Incremental Fit Index (IFI) = 0.973;
Root Mean Square Error of Approximation (RMSEA) = 0.08, Tucker Lewis Fit (TLI) =
0.962, which indicates a good fit. The measurement model and the standardized
loadings along with critical ratios are presented in Table 2.
Table 2: The Measurement Model
Items
Standardized
loadings
Critical ratios
Attitude
A1. I believe dates have health benefits.
.834
Fixed
A2. I believe dates prices are affordable.
.567
21.546
A3. I believe consuming dates is good.
.908
37.213
A4. I believe dates are tasty.
.716
28.841
Subjective Norms
NewSN. My family and friends love to consume dates
and my family and friends think I should consume
dates
.674
25.991
SN4. It is important for me to eat dates.
.864
34.024
SN5. It is important for me to ensure my family and
friends eat dates.
.837
Fixed
Intention
I1. I will buy dates in the near future.
.924
Fixed
I2. I intend to buy dates in the near future.
.975
73.509
I3. I plan to buy dates in the near future.
.938
64.751
Fit Indices
Chi-Square Statistics
304.980
Degrees of Freedom (df)
32
Root Mean Squared Error of Approximation (RMSEA)
.079
Comparative Fit Index (CFI)
.973
Incremental Fit Index (IFI)
.973
Tucker Lewis Index (TLI)
.962

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Structural Equation Modelling
For hypothesis testing, the proposed model with all measurement items from the CFA
was estimated. The results in Table 3 revealed acceptable fit indices of the model; χ2
= 304.980, p < 0.001, degrees of freedom =32; parsimony fit (χ2/df) = 9.531; GFI =
0.956; AGFI = 0.925; CFI =0.973; IFI = 0.973; RMSEA = 0.079. Hypothesis 1 states
that attitude is positively related to intention to purchase dates. This hypothesis is
supported (critical ratio = 3.470, p < 0.001). Hypothesis 2 proposes that subjective
norms is positively related to intention to purchase dates, and this hypothesis is also
supported (critical ratio = 19.189, p < 0.001). Intention to purchase dates is
significantly predicted by attitude and subjective norms and 46.4% of the variance
associated with intention to purchase dates is explained by attitude and subjective
norms.
Table 3: Structural Model Results
Hypothesed Paths
Estimate
Critical
Ratio (t-
value)
Results
H1
Attitude  Intention
0.160
3.470***
Supported
H2
Subjective Norms  Intention
0.651
19.189***
Supported
Goodness of Fit Statistics
Results
Absolute fit
Chi square (x2) of estimate model
304.980
Incremental fit
Root Mean Square Error of Approximation (RMSEA)
0.079
Tucker Lewis Fit (TLI)
0.962
Bollen's Incremental Fit Index (IFI)
0.973
Comparative Fit Index (CFI)
0.973
Parsimonious fit
Parsimony fit (x2 /df)
9.531
*significant at p <0.05, **significant at p<0.01, ***significant at p<0.001, NS-not significant
The second stage of the statistical analysis involved conducting multiple group
analysis of three individual differences; gender, marital status, and income. The study
used multiple group analysis recommended by Kline (1998) in order to achieve this
end. It requires the researchers to impose cross-group equality constraints on the
path coefficients. The χ2 of the model with its path coefficients constrained to equality
is contrasted against that of the unconstrained model. If the relative fit of the
constrained model is much worse than that of the unconstrained model, one
concludes that the direct effects differ across the groups.
The data set for gender and marital status was divided into two; for gender, the
first group is male (n=549) and the second is female (n=805) while the first group for
marital status is single (n=545) and second group is married or divorced (n=809). The
data set for income level was divided into three groups; the first group earned less

MALAYSIAN JOURNAL OF CONSUMER AND FAMILY ECONOMICS
10
than RM1,500 (n=671), the second group earned between RM1,501 and RM4,500
(n=523) while the third group earned above RM4,501 (n=160).
The results in Table 3 represent results of multiple group analysis for the three
individual differences. The results show that gender has no moderation effect on the
overall model. However, marital status and income moderate the relationship
between attitude and intention as well as the relationship between subjective norms
and intention. As for marital status, the effect of attitude on intention was significant
for married individuals (t=4.095, p < 0.001) while effect of subjective norms on
intention was stronger for single individuals (t=13.537, p < 0.001). For income, the
effect of attitude on intention was significant for individuals who earned between
RM1,500 and RM4,500 (t=4.298, p < 0.001) while effect of subjective norms on
intention was stronger for individuals who earned less than RM1,500 (t=12.749, p <
0.001).
Table 3: Results of Multiple Group Analysis on Basis of Gender, Marital Status, and Income
Estimate
Critical ratio (t-value)
Male (n=549)
Female
(n=805)
Male (n=549)
Female
(n=805)
Attitude 
Intention
0.239
0.118
3.546***
1.863(NS)
Subjective Norm
 Intention
0.571
0.686
11.330***
14.954***
Goodness of Fit Statistics
Model
x2
df
x2/df
CFI
IFI
RMSEA
Results
Unconstrained
391.093
64
6.111
0.968
0.968
0.061
Constrained
394.020
66
5.970
0.968
0.968
0.061
∆
2.927
2
NS
*significant at p <0.05, **significant at p<0.01, ***significant at p<0.001, NS-not significant
Estimate
Critical ratio (t-value)
Single (n=546)
Married/Divorc
ed (n=809)
Single (n=546)
Married/Divo
rced (n=809)
Attitude 
Intention
0.049
0.061
0.708 (NS)
4.095***
Subjective Norm
0.735
0.043
13.537***
13.349***

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 Intention
Goodness of Fit Statistics
Model
x2
df
x2/df
CFI
IFI
RMSEA
Results
Unconstrained
366.118
64
5.721
0.970
0.971
0.059
Constrained
372.290
66
5.641
0.970
0.970
0.059
∆
6.172
2
Significant at
p <0.05
*significant at p <0.05, **significant at p<0.01, NS-not significant
Estimate
Critical ratio (t-value)
<RM1,500
(n=671)
RM1,501-
4,500
(n=523)
>4,501
(n=160
)
<RM1,500
(n=671)
RM1,501-
4,500
(n=523)
>4,50
1
(n=16
0)
Attitude 
Intention
0.098
0.284
-0.077
1.434 (NS)
4.298***
-
0.381
(NS)
Subjective Norm
 Intention
0.724
0.513
0.886
12.749***
11.555***
6.965
***
Goodness of Fit Statistics
Model
x2
Df
x2/df
CFI
IFI
RMSEA
Results
Unconstrained
416.754
96
4.341
0.969
0.969
0.050
Constrained
431.055
10
0
4.311
0.968
0.968
0.050
∆
14.301
4
Significant at
p<0.01
*significant at p <0.05, **significant at p<0.01, NS-not significant
Discussion and Conclusion
This study investigates the role of attitude and subjective norms in determining
intention to purchase dates. The results indicated that attitude and subjective norms
were positively related to intention in purchasing dates. In particular, subjective norms
was found to be more important factor in determining intention to purchase dates. The
result is consistent with findings from Choo et al.’s (2004) study that shows social
influence was an important factor in determining collective society decision making.

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12
The moderation analysis result showed that an individual’s marital status and
income influence the relationship between attitude, subjective norm, and intention to
purchase dates. Married indviduals showed a stronger relationship between attitude
and intention to purchase dates while single individual’s showed a stronger
relationship between subjective norms and intention to purchase dates. In this study,
majority of single individuals are young people. This result is in tandem with the belief
that young people were more likely to be influenced by social influence (Mangleburg,
Doney and Bristol, 2004).
Furthermore, on income, the effect of attitude on intention was stronger for
individuals who earned between RM1,500 and RM4,500 and effect of subj ective
norms on intention was stronger among individuals who earned less than RM1,500.
This result shows that lower income individuals decision making is likely to be
influenced by social influence while higher income individuals decision making is
influenced by their attitude towards purchasing dates.
Domestic market development that allows increased consumption would help
sustain growth in the long-run. The literature suggests that in the last two decades,
China's consumption share in GDP averaged 57% compared with India's 75%, and
China's household consumption averaged only 43% compared with India's 64%.
Another report suggests that the average household final consumption expenditure is
59.5% for the period 2000 to 2011. In turn, the declining household consumption rate
might indicate the followings. Firstly, the economic growth has not brought synchronic
improvement in terms of living standards to households. Second, the momentum of
economic development will slow down due to inadequate domestic demand and weak
export market, which might lead to surplus liquidity, investment inefficiency and
economic instability (Qi and Prime, 2009). Therefore, it is important to investigate the
patterns of household consumption as an important source of domestic demand.
In promoting dates fruits as a food commodity for consumers to purchase
especially among consumers who have households, then, this would be a good plan
for Malaysia’s potential economic growth. Particularly, consumers dictate a mandatory
role in economic system. Their role is compelling as consumers are the resource of
which the success of business depends. It is hoped that in propose to elevate
Malaysia’s economic growth as France, through dates fruits industry, policymakers
should consider on certain strategies in regard from this study’s findings respectively.
The findings would be useful to policy makers since consumption has become
an increasingly important source of domestic demand and can act as the engine of
growth. Therefore, to achieve balanced and sustainable growth, policies should be
geared towards domestic market development that supports consumption-led growth
policies. Among the Maqasid al-Shariah objectives are to eliminate poverty, provide
basic human needs, circulate wealth and achieve equitable and sustainable
growth. Examining consumption pattern and how it contributes to economic growth is
consistent with most of the maqasid shariah’s objectives. Raising consumption growth
rate would be one of the policy instruments to help economies expand their output and
contribute more to the world’s GDP.

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13
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