Impact of Dining Café Atmospherics on Youth Behavioural Intention


  • Nur Aina Abdul Jalil Management & Science University, (MSU) Malaysia, Shah Alam, Malaysia
  • Amily Fikry Center for Postgraduate and Professional Studies, Faculty Business of Management, Universiti Teknologi MARA, Shah Alam, Malaysia
  • Anizah Zainuddin Center for Postgraduate and Professional Studies, Faculty Business of Management, Universiti Teknologi MARA, Shah Alam, Malaysia



Atmospheric, Youth, Behavioural Intention, Malaysia.


This study aims to investigate the impact of café atmospherics on Malaysian youth behavioural intention. The findings from the study indicate: (1) The youth preferences of store atmosphere in cafes include five factors, specifically, lighting, facility aesthetic, employee factor, ambient intelligent and music; (2) Cafe atmospheric (lighting, facility aesthetic, employee factor, ambient intelligent and music) factors have significant positive correlation with youth approach behaviours. As a conclusion, this study is important to the foodservice operators to understand the youth intention to revisit a café. The paper concludes with the implications for academic researchers and marketing practitioners.

Keywords: Atmospheric; Youth; Behavioural Intention; Malaysia.

eISSN 2398-4295 © 2018. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BY-NC-ND license ( Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. 



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How to Cite

Abdul Jalil, N. A., Fikry, A., & Zainuddin, A. (2018). Impact of Dining Café Atmospherics on Youth Behavioural Intention. Asian Journal of Behavioural Studies, 3(13), 78–87.