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The Sustainable Purchase Intention in a New Normal of COVID-19: An Empirical Study in Malaysia
Muhammad Safuan Abdul LATIP,Farhana Tahmida NEWAZ,Siti Nur Nadhirah Abdul LATIP,Rachel Yong Yuen MAY,Ahmad Esa Abdul RAHMAN 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.5
The study investigated the effect of food safety knowledge, food safety trust and the factors influencing organic food purchase intention in the ‘new normal’ of the COVID-19 pandemic. The study employed non-contrived and cross-sectional methods. The data was collected in Malaysia using convenience sampling. A total of 330 valid questionnaires were analyzed using Structural Equation Modelling (SEM) and PROCESS for hypothesis testing. The study revealed a significant relationship involving food safety knowledge on personal attitude, perceived social pressure, and perceived autonomy. Moreover, organic food purchase intention was found to be influenced by personal attitude, perceived social pressure, and perceived autonomy. Interestingly, trust in organic food safety moderated the relationship between perceived autonomy and organic food purchase intention. The study proved valuable for stakeholders and organic food producers to understand the ‘new normal’ COVID-19 market scenario for a sound understanding of the market and the sustainability of the organic food industry. A new research framework is proposed and validated, related to individual purchase decision in global health issues which is limited in current literature. Hence, the study contributed to a better comprehension of green consumerism mainly in the Asian market.
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Exploring culinary heritage practices among the younger Chetti generations in Melaka
Nurul Hanis Mohd Fikri,Ahmad Esa Abdul Rahman,Ismayaza Noh 한국식품연구원 2021 Journal of Ethnic Foods Vol.8 No.-
Chetti or Peranakan Indian cuisine is a historical creolized minority ethnic cuisine of Malaysia that carries the gene of the country’s multi-ethnic sociocultural development. Its culinary heritage is a unique blend of South Indian, Malay, and Nyonya cuisines. Despite its unique role in symbolizing Malaysia’s status as a multicultural nation, little is documented about the ethnic cuisine. The fact that the Chetti ethnic population is extremely small and continually shrinking means that the future of Chetti cuisine is uncertain. In this context, this paper aims to investigate the role of the younger Chetti generation in reviving the ethnic culinary heritage and the transmission of Chetti traditional food knowledge (TFK) in the contemporary setting. There is evidence that the younger Chetti generation are straying from their culture’s traditional cuisine due to migration, modernization, and urbanization, among other reasons. There are concerns that this may lead to the extinction of Chetti culinary heritage. Semi-structured interviews were conducted with eight younger Chetti participants in the Chetti village of Gajah Berang, Melaka. The qualitative data obtained from the interviews was analyzed using thematic analysis and revealed four relevant themes. The study found that the younger Chetti generation is relatively knowledgeable about their ethnic culinary heritage but overall unskilled. Whilst they predominantly learn about their culture’s cuisine from their mothers, it was found that Chetti ceremonies and festivals, as well as participation in other cultural events, also contribute to TFK transfer among the younger Chetti generation.
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