PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

Recognising the increase of food trucks as well as the failure rate of businesses in Malaysia, this study explores the patronization intention of university students towards food trucks. The results will contribute towards an increased understanding of the food truck business potential especially for its operators by firstly understanding what influences their customers or potential customers’ intention to patronize food trucks. Theory of Planned Behaviour (TPB) has been employed in this quantitative study. Systematic sampling was used and the data was collected through an online survey from 263 respondents. SmartPLS software and Variance Based Structural Equation Modelling (VB-SEM) were used to analyse the data. Overall, the findings indicated a significant relationship between all the variables studied in the TPB model; attitude, subjective norms, perceived behavioural control, convenience and product attribute with patronization intention. The outcome of this research provides information to food truck business operators which can be taken into consideration when planning ways to increase students’ patronage.