Determinants Of Food Choice: Intention To Consume Dayak Food By Malaysians
The increase of awareness and trying of ethnic cuisine have increased due to the developing exchange of trade, movement of ethnicities across the globe, and tourist travelling opportunities. More people consume ethnic food for the appreciation of culture and the taste. Although the Dayaks are the la...
| Main Authors: | , , , , |
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| Format: | Proceeding |
| Language: | English |
| Published: |
2016
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/15384/ http://ir.unimas.my/id/eprint/15384/1/Determinants%20of%20Food%20Choice.pdf |
| _version_ | 1848837842825904128 |
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| author | Hiram, Ting Tan, Sharon Alexandra Nastassia, John Ernest Cyril, de Run Siew, Ling Liew |
| author_facet | Hiram, Ting Tan, Sharon Alexandra Nastassia, John Ernest Cyril, de Run Siew, Ling Liew |
| author_sort | Hiram, Ting |
| building | UNIMAS Institutional Repository |
| collection | Online Access |
| description | The increase of awareness and trying of ethnic cuisine have increased due to the developing exchange of trade, movement of ethnicities across the globe, and tourist travelling opportunities. More people consume ethnic food for the appreciation of culture and the taste. Although the Dayaks are the largest indigenous group in Malaysia, little is done to date to explicate why Malaysians consume Dayak food. The present study aims to investigate Dayak food choice of non-Dayak Malaysians and assess its effect on consumption intention. Self-administered questionnaire-based survey was used and 195 respondents were sampled purposively in Malaysia. The results show that only health consideration and sensory appeal have positive effect on intention to consume Dayak food. It implies that most Malaysians consume only selected Dayak dishes occasionally. Practical implications of the study are provided. |
| first_indexed | 2025-11-15T06:46:05Z |
| format | Proceeding |
| id | unimas-15384 |
| institution | Universiti Malaysia Sarawak |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T06:46:05Z |
| publishDate | 2016 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | unimas-153842017-02-20T07:32:23Z http://ir.unimas.my/id/eprint/15384/ Determinants Of Food Choice: Intention To Consume Dayak Food By Malaysians Hiram, Ting Tan, Sharon Alexandra Nastassia, John Ernest Cyril, de Run Siew, Ling Liew HB Economic Theory The increase of awareness and trying of ethnic cuisine have increased due to the developing exchange of trade, movement of ethnicities across the globe, and tourist travelling opportunities. More people consume ethnic food for the appreciation of culture and the taste. Although the Dayaks are the largest indigenous group in Malaysia, little is done to date to explicate why Malaysians consume Dayak food. The present study aims to investigate Dayak food choice of non-Dayak Malaysians and assess its effect on consumption intention. Self-administered questionnaire-based survey was used and 195 respondents were sampled purposively in Malaysia. The results show that only health consideration and sensory appeal have positive effect on intention to consume Dayak food. It implies that most Malaysians consume only selected Dayak dishes occasionally. Practical implications of the study are provided. 2016 Proceeding PeerReviewed text en http://ir.unimas.my/id/eprint/15384/1/Determinants%20of%20Food%20Choice.pdf Hiram, Ting and Tan, Sharon and Alexandra Nastassia, John and Ernest Cyril, de Run and Siew, Ling Liew (2016) Determinants Of Food Choice: Intention To Consume Dayak Food By Malaysians. In: 20th Asian Forum of Business Education (AFBE), At University College of Technology Sarawak, Sibu, Malaysia, 5-7 December 2016, University College of Technology Sarawak. https://www.researchgate.net/publication/311970731 |
| spellingShingle | HB Economic Theory Hiram, Ting Tan, Sharon Alexandra Nastassia, John Ernest Cyril, de Run Siew, Ling Liew Determinants Of Food Choice: Intention To Consume Dayak Food By Malaysians |
| title | Determinants Of Food Choice: Intention To Consume Dayak Food By Malaysians |
| title_full | Determinants Of Food Choice: Intention To Consume Dayak Food By Malaysians |
| title_fullStr | Determinants Of Food Choice: Intention To Consume Dayak Food By Malaysians |
| title_full_unstemmed | Determinants Of Food Choice: Intention To Consume Dayak Food By Malaysians |
| title_short | Determinants Of Food Choice: Intention To Consume Dayak Food By Malaysians |
| title_sort | determinants of food choice: intention to consume dayak food by malaysians |
| topic | HB Economic Theory |
| url | http://ir.unimas.my/id/eprint/15384/ http://ir.unimas.my/id/eprint/15384/ http://ir.unimas.my/id/eprint/15384/1/Determinants%20of%20Food%20Choice.pdf |