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

• Main Authors: Ting, Hiram, Chuah, Francis Chin Wei, de Run, Ernest Cyril, Phung, Melissa, Cheah, Jacky Jun Hwa
• Format: Conference or Workshop Item
• Language: English
• Published: 2015
• Online Access: http://psasir.upm.edu.my/id/eprint/75488/1/AAMC2015-3.pdf; http://psasir.upm.edu.my/id/eprint/75488/

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 ser...