ISSN: 2222-6990
Open access
Traditional food represents a country, religion and the culture that brings out the unique identity of the society. Despite the importance that traditional food brings, i.e., all the essence of culture and tradition, today’s generation tends to consume less traditional food as compared to the former generation. This phenomenon is contributed by several factors and it is a worrying trend: as traditional food is being consumed lesser in the coming years it will be overlooked and forgotten, and consequently the future generation may become unaware of its existence. The aim of this research is to investigate the intention to eat traditional food among students of UiTM Cawangan Terengganu, Kampus Dungun, and to determine the possible factors that influence the intention to eat traditional food among them. This study focuses on young adults aged between 19 to 26 years old from UiTM Cawangan Terengganu, Kampus Dungun. In completing this study, 346 samples were chosen randomly according to their respective faculties. The Theory of Planned Behaviour (TPB) has been adapted using three determinants, they are Attitude towards Traditional Food, Social Norms, and Perceived Behavioural Control (PBC). The results from this study indicate that the students tend to eat traditional food due to the nature of the food where it is purchase in the Dungun area. This factor will be discussed further in the Perceived Behavioural Control (PBC) variable as it has emerged as the most significant variable that leads to the intention to eat traditional food among the students. Apart from that, the theoretical and practical perspectives are also included for future research advancement in preserving the nature and importance of the traditional food for the society, especially the younger generation.
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In-Text Citation: (Rahmat et al., 2021)
To Cite this Article: Rahmat, N., Ramlan, M. N., Ghazali, P. N. A., & Ngali, N. (2021). Intention to Eat Traditional Food among University Students. International Journal of Academic Research in Business and Social Sciences, 11(13), 127–138.
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