ISSN: 2222-6990
Open access
Kerepek is a Malay traditional snack food made from unripened fruits or root vegetables consumed by the Malay society for generations. However, with the availability and wide selection of modern and imported foreign snack foods in the local market, there are concerns about the continuity of traditional snack food consumption among the younger generations. This study explores the factors that are important to Malay young adults in their decision to consume kerepek. Data was collected through in-depth, semi-structured interviews in Klang Valley, Malaysia. A total of fifteen informants were involved in the investigation involving young Malay adult traditional snack food consumers aged between 20 and 25 years old. Four factors were identified as important in the consumption of kerepek; familiarity, naturality, crispiness, and price fairness. The findings suggest that kerepek producers need to consistently deliver these elements that are desirable to the young traditional snack food consumers. An understanding of traditional snack food consumers’ preferences may not only ensure the sustainability of the traditional snack food business but as well as promote continuous appreciation of Malay traditional food among the younger generation which is crucial in the context of culinary heritage management.
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In-Text Citation: (Aris et al., 2022)
To Cite this Article: Aris, M. M. M., Rahman, A. E. A., Noh, I., & Jalis, M. H. (2022). The Consumption of Malay Traditional Snack Food-Kerepek among Young Malay Adults. International Journal of Academic Research in Business and Social Sciences, 12(11), 1107 – 1119.
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