Young generation’s attitudes and preferences towards Malay traditional food at night markets / Muhammad Ibrahim Sa’min, Yusup Apriyanto and Muhammad Haikhal Afiqi Muhammad Edrus

• Main Authors: Sa’min, Muhammad Ibrahim, Apriyanto, Yusup, Muhammad Edrus, Muhammad Haikhal Afiqi
• Format: Article
• Language: English
• Published: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2024
• Subjects: Human behavior. Behaviorism. Neobehaviorism. Behavioral psychology; Perception; Nutrition. Foods and food supply
• Online Access: https://ir.uitm.edu.my/id/eprint/97706/1/97706.pdf; https://ir.uitm.edu.my/id/eprint/97706/; https://www.jthca.org/

The changing behaviour of the young generation towards Malay traditional food may pose challenges for traditional food vendors at night markets. This study investigates the purchasing behavior of the young generation towards Malay traditional food at night markets in Puncak Alam, Selangor. Employing...