Consumer Acceptance Towards Innovation in Malay Traditional Food

Abstract

This study was undertaken to examine consumer acceptance toward innovation in Malay traditional food. The researcher studied the relationship between attitude, perceived authenticity, and perception of consumer acceptance. To further understand the relationship between consumer acceptance toward innovation in Malay traditional food, a quantitative approach using a questionnaire was employed in the survey to collect relevant data. The survey involved 384 respondents who consume traditional Malay food. The data collected was analyzed using descriptive and Pearson correlation techniques. Descriptive and correlation analyses were used to analyse the data obtained. Findings revealed that the three variables are significantly related to consumer acceptance. Attitude showed the most vital relationship, while perception showed the weakest relationship with consumer acceptance. Lastly, implications and recommendations were provided for future researchers in line with the study.