The Relationship Between PSiKKIT Factors and Packaging Innovation Behavior: A Survey Among Micro-Food Entrepreneurs

  • Mahani Amat Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia (UKM)
  • Suraiya Ishak Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia (UKM)
Keywords: micro entrepreneurs, packaging, innovation, Theory of Planned Behavior


The purpose of this study is to determine the relationship between knowledge, attitude, awareness, finance, institutional networking and technology (PSiKKIT) factors and packaging innovation behavior among micro-food entrepreneurs. This study uses a Theory of Planned Behavior is appropriate to be applied in the marketing area and entrepreneurs behavior context. A total of 40 micro entrepreneurs on food under agency guidance in Selangor were selected as a sample through a systematic random sampling technique. The instruments of this study using questionnaires that have been validated by expert to evaluate and have good reliability. The data were analyzed statistically inference using Pearson’s correlating test and multiple linear regression techniques. The findings indicate that there is a significant high and positive linear relationship between institutional networking, attitude, awareness and packaging innovation behavior. On the other hand, knowledge, finance and technology indicate non-significant relationship. The findings of this study also reported that the combination of predictor variables PSiKKIT contributed significantly to the behavior of packaging innovation. In fact, the institutional networking as the dominant predictor factor contributes to the innovation behavior of packaging. The implications of this study have been that the factors of PSiKKIT and the behavior of packaging innovations have different influences. The study also suggested that guidance agencies should focus more on institutional networks, raising awareness, financial support and technology support to promote the practice of packaging innovation among micro-food entrepreneurs.

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How to Cite
Amat, M. and Ishak, S. (2020) “The Relationship Between PSiKKIT Factors and Packaging Innovation Behavior: A Survey Among Micro-Food Entrepreneurs”, Malaysian Journal of Social Sciences and Humanities (MJSSH), 5(3), pp. 1 - 12. doi: