Abstract

This article examines the relationship between consumers’ awareness and knowledge to effective consumers’ behaviors. This study employs survey technique to measure three variables comprises of consumer awareness, knowledge and behaviors. Measurement instruments have been developed in light of Malaysian context and all items attempt to capture basic requirement for food services and/or products in conjunction with Malaysian consumers’ rights. Correlation analysis was used to evaluate the proposed relationships, while differences across gender, location and education level had been examined through t-test independent group analysis. The analysis indicates significant relationship between awareness and effective consumer behavior. The result demonstrates that awareness is prior to effective consumers’ behaviors; while unawareness leads to ignorant and reduction of individual capacity in protecting and upholding their rights against sellers’ expropriations. Nevertheless, consumers’ awareness differs significantly between locations in which the urban dwellers showed lesser awareness compared to the less-urban areas.

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