Sarawak ethnic food consumption intention amongst generation Y at UCSI University Sarawak / Joseph Martin Pudun... [et al.]

Despite becoming more aware of food consumption from the perspectives of nutrition, health and safety, how Malaysians perceive ethnic food and what attracts or motivates them to consume it remains largely inconclusive. The study on consumption intention behaviour of Sarawak Ethnic Food among Generat...

Full description

Saved in:

Bibliographic Details
Main Authors:	Pudun, Joseph Martin, Mohammad Nor, Zulkeplli
Format:	Thesis
Language:	English
Published:	2016
Subjects:	Human behavior Behaviorism Neobehaviorism Behavioral psychology Perception
Online Access:	https://ir.uitm.edu.my/id/eprint/36824/1/36824.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-uitm-ir.36824
record_format	uketd_dc
spelling	my-uitm-ir.368242020-11-16T06:29:08Z Sarawak ethnic food consumption intention amongst generation Y at UCSI University Sarawak / Joseph Martin Pudun... [et al.] 2016-07 Pudun, Joseph Martin Mohammad Nor, Zulkeplli Human behavior. Behaviorism. Neobehaviorism. Behavioral psychology Perception Food industry and trade. Halal food industry. Certification Despite becoming more aware of food consumption from the perspectives of nutrition, health and safety, how Malaysians perceive ethnic food and what attracts or motivates them to consume it remains largely inconclusive. The study on consumption intention behaviour of Sarawak Ethnic Food among Generation Y is important as to give insight to the Local ethnic restaurant entrepreneur to improve their products based on the finding of this study. Little are known about consumption of Sarawak ethnic food among the Generation Y, therefore this study aims to investigate the relationship between consumption intentions amongst generation Y using Theory of Planned Behaviour toward Sarawak ethnic food. A quantitative study with self-administered questionnaire was utilized. Convenience sampling method was chosen because the aim was to sample Generation Y Students in UCSI University. A total of 434 sets of questionnaires were collected from the Generation Y and pilot test was conducted to ensure the reliability of the instrument. Pearson correlation and Multiple Regression analysis result indicate that all factors have positive and significant influence consumption intention amongst Generation Y toward Sarawak Ethnic Food. Subsequently, awareness, preference, attitude, subjective norm and perceived behavioural control are found to have significant relationship among Generation Y intention consumption toward Sarawak Ethnic food. From business points of views, the finding provide a new market of Ethnic food consumers in Kuching. 2016-07 Thesis https://ir.uitm.edu.my/id/eprint/36824/ https://ir.uitm.edu.my/id/eprint/36824/1/36824.pdf text en public masters Universiti Teknologi MARA Cawangan Sarawak Arshad Ayub Graduate Business School
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Human behavior Behaviorism Neobehaviorism Behavioral psychology Perception Human behavior Behaviorism Neobehaviorism Behavioral psychology
spellingShingle	Human behavior Behaviorism Neobehaviorism Behavioral psychology Perception Human behavior Behaviorism Neobehaviorism Behavioral psychology Pudun, Joseph Martin Mohammad Nor, Zulkeplli Sarawak ethnic food consumption intention amongst generation Y at UCSI University Sarawak / Joseph Martin Pudun... [et al.]
description	Despite becoming more aware of food consumption from the perspectives of nutrition, health and safety, how Malaysians perceive ethnic food and what attracts or motivates them to consume it remains largely inconclusive. The study on consumption intention behaviour of Sarawak Ethnic Food among Generation Y is important as to give insight to the Local ethnic restaurant entrepreneur to improve their products based on the finding of this study. Little are known about consumption of Sarawak ethnic food among the Generation Y, therefore this study aims to investigate the relationship between consumption intentions amongst generation Y using Theory of Planned Behaviour toward Sarawak ethnic food. A quantitative study with self-administered questionnaire was utilized. Convenience sampling method was chosen because the aim was to sample Generation Y Students in UCSI University. A total of 434 sets of questionnaires were collected from the Generation Y and pilot test was conducted to ensure the reliability of the instrument. Pearson correlation and Multiple Regression analysis result indicate that all factors have positive and significant influence consumption intention amongst Generation Y toward Sarawak Ethnic Food. Subsequently, awareness, preference, attitude, subjective norm and perceived behavioural control are found to have significant relationship among Generation Y intention consumption toward Sarawak Ethnic food. From business points of views, the finding provide a new market of Ethnic food consumers in Kuching.
format	Thesis
qualification_level	Master's degree
author	Pudun, Joseph Martin Mohammad Nor, Zulkeplli
author_facet	Pudun, Joseph Martin Mohammad Nor, Zulkeplli
author_sort	Pudun, Joseph Martin
title	Sarawak ethnic food consumption intention amongst generation Y at UCSI University Sarawak / Joseph Martin Pudun... [et al.]
title_short	Sarawak ethnic food consumption intention amongst generation Y at UCSI University Sarawak / Joseph Martin Pudun... [et al.]
title_full	Sarawak ethnic food consumption intention amongst generation Y at UCSI University Sarawak / Joseph Martin Pudun... [et al.]
title_fullStr	Sarawak ethnic food consumption intention amongst generation Y at UCSI University Sarawak / Joseph Martin Pudun... [et al.]
title_full_unstemmed	Sarawak ethnic food consumption intention amongst generation Y at UCSI University Sarawak / Joseph Martin Pudun... [et al.]
title_sort	sarawak ethnic food consumption intention amongst generation y at ucsi university sarawak / joseph martin pudun... [et al.]
granting_institution	Universiti Teknologi MARA Cawangan Sarawak
granting_department	Arshad Ayub Graduate Business School
publishDate	2016
url	https://ir.uitm.edu.my/id/eprint/36824/1/36824.pdf
_version_	1783734365858037760

Sarawak ethnic food consumption intention amongst generation Y at UCSI University Sarawak / Joseph Martin Pudun... [et al.]

Similar Items