Consumer acceptance of innovation in traditional foods among undergraduates’ student

• Main Authors: Ahmad Rashdan Rozman, Ainnu Natasha Mat Zais, Ainul Athirah Mat Nudin, Amni Abd Azis
• Format: Undergraduate Final Project Report
• Language: English
• Published: 2023
• Online Access: http://discol.umk.edu.my/id/eprint/14013/1/H1.pdf; http://discol.umk.edu.my/id/eprint/14013/

The research study analyzes consumer acceptance of innovation in traditional foods among undergraduate students and investigates the relationship between consumer acceptance knowledge, attitude, and practice. A questionnaire-based survey was done with 384 Malay traditional cuisine consumers. The dat...