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Ethnic food consumption intention: a groundwork study on consuming Dayak food using theory of planned behaviour


Ting, Hiram and Chuah, Francis Chin Wei and de Run, Ernest Cyril and Phung, Melissa and Cheah, Jacky Jun Hwa (2015) Ethnic food consumption intention: a groundwork study on consuming Dayak food using theory of planned behaviour. In: 11th Asian Academy of Management International Conference 2015 (AAMC 2015), 2-4 Oct. 2015, Penang, Malaysia. (pp. 495-505).


Despite being comfortable with customary food, consumers are willing to explore varieties of food from diverse cultures. While there is abundance of literature on food consumption, little is known about ethnic food consumption intention in Malaysia with theoretical explanation. The present study serves as groundwork to investigate the intention to consume Dayak food and the moderating effect of food neophobia with theory of planned behaviour as the underpinning basis. Quantitative questionnaire is adopted and 161 respondents are sampled. Structural equation modeling using partial least squares approach is utilized to assess relationships between variables and moderation effect. Subsequently, attitude, subjective norm and perceived behavioural control are found to have significant relationships with ethnic food consumption intention. However, food neophobia does not moderate any relationship. The study highlights the importance of understanding ethnic food consumption intention and calls for further investigation to extend the knowledge on the subject matter.

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Additional Metadata

Item Type: Conference or Workshop Item (Paper)
Divisions: Faculty of Economics and Management
Keywords: Ethnic food; Food neophobia; Dayak; Consumption intention; Theory of planned behaviour; SEM
Depositing User: Nabilah Mustapa
Date Deposited: 07 Oct 2019 07:14
Last Modified: 07 Oct 2019 07:14
URI: http://psasir.upm.edu.my/id/eprint/75488
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