Intention to Eat Traditional Food among University Students

Abstract

Traditional food represents a country, religion and the culture that brings out the unique identity of the society. Despite the importance that traditional food brings, i.e., all the essence of culture and tradition, today's generation tends to consume less traditional food as compared to the former generation. This phenomenon is contributed by several factors and it is a worrying trend: as traditional food is being consumed lesser in the coming years it will be overlooked and forgotten, and consequently the future generation may become unaware of its existence. The aim of this research is to investigate the intention to eat traditional food among students of UiTM Cawangan Terengganu, Kampus Dungun, and to determine the possible factors that influence the intention to eat traditional food among them. This study focuses on young adults aged between 19 to 26 years old from UiTM Cawangan Terengganu, Kampus Dungun. In completing this study, 346 samples were chosen randomly according to their respective faculties. The Theory of Planned Behaviour (TPB) has been adapted using three determinants, they are Attitude towards Traditional Food, Social Norms, and Perceived Behavioural Control (PBC). The results from this study indicate that the students tend to eat traditional food due to the nature of the food where it is purchase in the Dungun area. This factor will be discussed further in the Perceived Behavioural Control (PBC) variable as it has emerged as the most significant variable that leads to the intention to eat traditional food among the students. Apart from that, the theoretical and practical perspectives are also included for future research advancement in preserving the nature and importance of the traditional food for the society, especially the younger generation.

Baba Nyonya Peranakan ethnic food: exploring the effect of media influence and curiosity on consumption intention of the youth generation

“…The study involved six constructs, namely: attitude, subjective norm, perceived behavioural control, media influence, curiosity and consumption intention. The survey items were adopted and adapted from previously tested studies to ensure the development of a reliable and valid instrument (Albattat et al , 2017; Chen et al , 2018; Chung et al , 2019; Pudun et al , 2016; Rahmat et al , 2021; Ting et al , 2016, 2017).…”

“…The influence of curiosity on subjective norms also theoretically influences individual judgement. An individual may be clueless and have no experience with a specific food, but the influence of family, friends and the people surrounding them may spark individual curiosity (Rahmat et al, 2021). Thus, the following hypothesis is formulated:…”

“…Moreover, difficulties in acquiring certain traditional foods, such as their price and availability, have been identified as contributing factors to perceived impediments to organic food consumption (Arifin et al , 2021). Indeed, a recent study among the youth found that perceived behavioural control is the most substantial factor contributing to consumption intention (Rahmat et al , 2021).…”

The influence of perceived value and gender on local food consumption intentions in the northeastern cluster of Thailand

“…The local cuisine provides a wonderful source of balanced nutrients for the body and reflects the customs and traditions of a nation. However, the younger generation tends to consume less traditional food than the older generation (Rahmat et al, 2021). The diversity of nationalities residing in communities has resulted in food-created cultures of different nations within the local community.…”