Purpose: Functional foods and their association with health benefits and disease risk reduction open a promising possibility for consumers to pursue a healthier lifestyle and extend their life expectancy. This study aims to investigate the effect of perceived susceptibility, perceived barriers and intention to consume functional food among older consumers.Design/methodology/approach: Data were collected from Malaysian older consumers using a structured questionnaire. A total of 250 usable questionnaires were used for final data analysis. Partial least squares structural equation modeling (PLS-SEM) was used to analyze the collected data.Findings: The results show that perceived barriers and cue to action significantly affect older consumers' intention to consume functional foods. Nevertheless, perceived susceptibility does not influence older consumers' intention to consume functional food.Originality/value: This study broadens our understanding of older consumers' intention to consume functional food. Importantly, the present study is one of the first studies that extend the application of the Health Belief Model (HBM) in the context of functional food consumption. The findings of the study provide pragmatic insights for both practitioners and researchers.

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There is growing pressure on the insufficiency of food supply and small farmers’ sustainability issues. The unsustainability performance of the small farmer is affecting sustainability agriculture. Therefore, it is an alarm to pay more attention to the sustainability of the small farmers, not just economic sustainability but also social and environmental sustainability. By examining the marketing strategy’s impact on small farmers’ sustainability, 160 small farmers in Sabah who are involved in food crops agriculture have been selected as the respondent in examining the small farmer’s sustainability in Sabah. Understanding the marketing strategy will help with stringent food supply issues and Sabah’s declining agriculture gross domestic product (GDP). This study used a questionnaire and PLS 3.3 software to analyze the data. The results contribute to theoretical and practical implications and allow future researcher to enhance their study knowledge.

Social media has transformed conventional travel methods and is more pivotal in tourism promotion, drawing travellers from various countries and areas to China. However, studies on the utilization of social media in destination promotions in China have not been conducted. This study examines the impact of social media on the intention of foreign tourists to visit Chinese destinations, focusing on individuals aged 18 and older who are not Chinese citizens, do not reside in China, and have not travelled to China since the onset of the COVID-19 pandemic. This research employed a non-probability sampling technique to collect 306 samples and conducted partial least squares (PLS) analysis using SmartPLS software, Version 4.0, to assess the research hypotheses. The findings indicated that information quality and trustworthiness positively influence information usefulness, affecting information adoption and increasing inclinations to visit Chinese tourist destinations. This study advocates for the amalgamation of promotional techniques for Chinese tourist destinations, enhancement of content quality, and prioritization of the distribution of practical information. Simultaneously, enhancing presentation skills and social engagement within the social media landscape is essential for the promotion of tourism attractions, with an emphasis on electronic word-of-mouth communication. This study possesses specific limitations. Future research should examine the travel intentions and attitudes of tourists from various countries and regions about Chinese tourism sites.