The Factors that Influence the Sustainability of the Traditional Cuisines among the Millennials in Malaysia

Abstract

This study is to find out the factors that influence the sustainability of the traditional cuisines among the millennials in Malaysia. The purpose for this study is to examine the relationship between social norms, attitude, convenience food and the sustainability of traditional foods among millennials in Malaysia. In this study, a total of 384 respondents assisted the researchers to fill up the questionnaires which constituted by 30 questions. Descriptive and correlation analysis were applied to analyse the data collected by using quantitative method which was questionnaire. Implications and recommendations were presented by the researchers for future study.