Consumer acceptance of innovation in traditional foods among undergraduate’ student

Abstract

The study examines consumer acceptance of innovation in traditional foods among undergraduate students and finds out the relationship between knowledge, attitude, and practice of consumer acceptance. A survey with 390 participants who eat traditional Malay food was carried out applying questionnaires. The data was examined using descriptive and correlational analysis. Findings showed that perception had the least link with customer acceptability whereas the three factors strongly connected to attitude had the largest relationship. Future researchers were given implications and suggestions based on the findings.