Intention to Eat Traditional Food among Boys and Girls in Malaysia

Muhammad, Nik Maheran Nik; Karim, Shahrim Ab; Hamzah, Humairah

doi:10.7763/ijssh.2015.v5.498

Cited by 4 publications

(7 citation statements)

References 19 publications

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“…This study has enabled the conclusion that traditional food is important in giving meaning and identity in people's life and it is crucial to keep it that way It was found that there was no significant difference in terms of the results between the previous studies (Muhammad et al, 2015) as compared to this study where the PBC appeared to be the highest determinant in determining the intention to eat traditional food among students of UiTM Cawangan Terengganu Kampus Dungun. This is due to the way of life, for school children are shaped by their parents and are mostly influenced by family and friends as compared to university students, who live independently (Kimura et al, 2010) and no longer conform to their parents and family way of life (Savage et al, 2007).…”

Section: Discussionmentioning

confidence: 46%

“…Most of the time, both parents are the main influencers that will shape and determine the eating behaviour of their children. This can be seen through the eating behaviour of school children as the children would not have many choices to eat something that they want as it will be determined by their parents (Muhammad et al, 2015). This is an example of social norms that is happening in our daily life and the intention of eating traditional food can be said to be controlled, namely, by the parents.…”

Section: Social Normsmentioning

confidence: 99%

“…In fact, most of the younger generations today are more exposed to the ready prepared or convenience foods such as the fast food (Muhammad et al, 2015), and this will have a negative impact towards the sustainability of the traditional food itself (Md. Sharif, Mohd Zahari, Md Nor & Muhammad, 2015;Ting, Chuah, de Run, Phung & Cheah, 2015).…”

Section: Introduction Traditional Foodmentioning

confidence: 99%

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Intention to Eat Traditional Food among University Students

Rahmat¹,

Ramlan²,

Ghazali³

et al. 2021

IJARBSS

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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.

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Section: Discussionmentioning

confidence: 46%

Section: Social Normsmentioning

confidence: 99%

Section: Introduction Traditional Foodmentioning

confidence: 99%

See 1 more Smart Citation

Intention to Eat Traditional Food among University Students

Rahmat¹,

Ramlan²,

Ghazali³

et al. 2021

IJARBSS

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“…While Muhammad, Zahari, et al (2015) state the ideal time to transmit the knowledge of traditional food is during celebrations and religious festivals. In other hand, Muhammad, Karim, et al (2015) found that school activities such as cultural event and festive season may attract boys more than girls. Thus, it is important to introduce traditional food not just during festivals but also instill in the school activities to promote awareness of the traditional food.…”

Section: Discussionmentioning

confidence: 99%

Researching Kedah's Malay Heritage Food Tradition and Eating Culture

Ishak¹,

Ismail²,

Saad³

et al. 2021

IJARBSS

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This paper presents findings from a study carried out through a qualitative study investigating the various types of Kedah food heritage. A snowball approach was used to collect data from four families in Kuala Nerang, Pendang, and Alor Setar within nine days. Eleven types of food were then grouped into breakfast, main dishes, and snacks/delicacies. The data revealed this food would be able for consumption at any time. The villagers continue to consume the same traditional foods that their families used to cook. These results highlighted the importance of sustaining the preparation of heritage food in coping with the lost identity of the food. This study suggests that the Heritage Department includes the identified foods into the list of National food heritage to preserve these foods as part of the food sustainability initiatives.

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“…al., 2014), organic food (Boniface, 2012) and Halal food (Khalek and Ismail, 2015). Relevant studies, especially pertaining to the willingness to try new food among younger generations, are predominantly about soft drinks (Shahid et al, 2014), fast food (Delvarani, 2013) and Malay traditional food (Muhammad et al, 2015). Notwithstanding the abundance of literature on food consumption, the lack of Malaysian research on Dayak food consumption intention and behaviour demonstrates a huge gap in the literature.…”

Section: Hypotheses Developmentmentioning

confidence: 99%

Food neophobia and ethnic food consumption intention

Ting

Run

Cheah

et al. 2016

BFJ

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Purpose The purpose of this paper is to serve as groundwork to investigate the determinants of ethnic food consumption intention in the context of developing markets. Using the theory of planned behaviour as the underlying basis, it is aimed to explain the effect of attitude, subjective norm and perceived behaviour control on consumption intention towards Dayak food. Since Dayak food is relatively unfamiliar compared to conventional food in Malaysia, food neophobia is incorporated into the model so as to assess its moderation effect on every postulated relationship. Design/methodology/approach A quantitative approach via self-administered questionnaire was adopted. In all, 300 copies of the questionnaire were distributed to non-Dayak Malaysians, and 211 usable copies were subsequently collected, suggesting that non-response bias was not a major issue. A post hoc Harman single-factor analysis was also performed to ensure the variance in the data was not explained by one single factor, thus addressing the common method bias. Structural equation modelling using partial least squares approach was then utilized to assess the relationships of variables under investigation and the moderation effect of food neophobia. Findings After ensuring the data have acceptable reliability and validity, structural model assessment was performed to test the hypotheses. The findings show that attitude, subjective norm and perceived behavioural control all have positive effect on consumption intention of non-Dayak Malaysians towards Dayak food. However, food neophobia is only found to have a moderation effect on the relationship between subjective norm and consumption intention. Research limitations/implications First, the sample is largely consisted of college and university students in Malaysia who are believed to be more daring to try new things, including new food. Second and more importantly, the dearth of literature and empirical studies on Dayak food and ethnic food in Malaysia might have actually pointed to the limitation in using only quantitative questionnaire in the study. As salient beliefs are the antecedents in the theory of planned behaviour, knowing consumers’ specific beliefs about Dayak food would have provided a more detailed and comprehensive understanding of consumption intention and the moderating effect of food neophobia. Practical implications The moderation effect of food neophobia on the relationship between subjective norm and consumption intention towards Dayak food implies the importance of recommendations and favourable word-of-mouth from the significant ones, such as family members and peers, to make people willing to try and consume it. This corresponds to earlier findings pertaining to the collectivistic culture in Malaysia. Unlike countries with individualistic cultures, Malaysians tend to conform to the consumption choices of significant others. This implies that those whom they hold in high regard, are able to influence them both positively and negatively through their advice or opinions. Originality/value The present study has not only extended the use of theory of planned behaviour in the context of Dayak food consumption intention in a developing country, but it has also deepened the theory by incorporating food neophobia as the moderator to provide additional theoretical explanation to ethnic food consumption intention. Given the wealth of Asian culture, and its significant role in the global marketplace, the understanding of ethnic food consumption intention of the local and foreign consumers using the extended theory of planned behaviour would contribute knowledge not only to consumer behaviour, but also to food and service industry and tourism.

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Intention to Eat Traditional Food among Boys and Girls in Malaysia

Cited by 4 publications

References 19 publications

Intention to Eat Traditional Food among University Students

Intention to Eat Traditional Food among University Students

Researching Kedah's Malay Heritage Food Tradition and Eating Culture

Food neophobia and ethnic food consumption intention

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