This paper investigated the antecedents of the attitude that influenced the purchase frequency of functional foods among consumers in Malaysia, in which health status, as a moderator, was tested. In addition, selected demographic characteristics were examined to determine if significant differences exist in terms of their attitude and purchase frequency.
Using a convenience sampling method, a self-administered questionnaire survey was conducted on 330 respondents working and living in the affluent Kuala Lumpur and Petaling Jaya areas. Data analysis methods included descriptive statistical analysis, Spearman Rho, GLM and SEM. The research results indicated that consumers were significantly different in regard to their knowledge, attitude and purchase frequency by gender, and educational level while marital status produced mixed results. Age had a positive relationship with the consumption of functional foods. Knowledge about food and health, and knowledge on product efficacy had a significant positive impact on attitude towards functional foods, which, in turn, influenced
purchase frequency. The moderating role of health status was not supported.