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Food is the essential in daily life of a human being. Selection of suitable food is important to ensure that the body receives the nutrients and nutritions in need. Due to the increasing complexity of human lifestyle, the demand towards functional food with healthy nature is raising nowadays. Parallel to this development, food with the concept of sunnah is also popularized as a part of functional foods. Therefore, this study aims to suggest a research model to investigate the factors that influence the customer tendency to spend and consume the functional food. The TPB Model is chosen in the development of conceptual framework of this study to observe the relationship among the components of TPB with the behaviour of consumer by taking into consideration the Sunnah Health claims as the mediator for those relationship.

Mediating Effect of Sunnah Health on Consumer Behaviour towards Functional Food: A Conceptual Framework