Determinants of Food Choice: Intention to Consumer Dayak Food by Malaysians

Abstract

The increase of awareness and trying of ethnic cuisine have increased due to the developing exchange of trade, movement of ethnicities across the globe, and tourist travelling opportunities. More people consume ethnic food for the appreciation of culture and the taste. Although the Dayaks are the largest indigenous group in Malaysia, little is done to date to explicate why Malaysians consume Dayak food. The present study aims to investigate Dayak food choice of non-Dayak Malaysians and assess its effect on consumption intention. Self-administered questionnaire-based survey was used and 195 respondents were sampled purposively in Malaysia. The results show that only health consideration and sensory appeal have positive effect on intention to consume Dayak food. It implies that most Malaysians consume only selected Dayak dishes occasionally. Practical implications of the study are provided.

Full text

Ting, H., Tan, S., John Ling, A. N. & de Run, E. C. Intention to Consume Dayak Food:
Determinants of Food Choice. Conference proceeding at 20th Asian Forum on Business
Education Conference (AFBE), University College of Technology Sarawak, 5-7 December 2016.
DETERMINANTS OF FOOD CHOICE:
INTENTION TO CONSUME DAYAK FOOD BY MALAYSIANS
Hiram Ting
Institute of Borneo Studies, Universiti Malaysia Sarawak
Kota Samarahan, Malaysia
hiramparousia@gmail.com
Sharon Tan
Faculty of Accountancy, Finance and Business, Tunku Abdul Rahman University College,
Penampang, Malaysia
tans@acd.tarc.edu.my
Alexandra Nastassia John
Institute of Borneo Studies, Universiti Malaysia Sarawak
Kota Samarahan, Malaysia
alexandranastassia@gmail.com
Ernest Cyril de Run
Faculty of Economics and Business, Universiti Malaysia Sarawak
Kota Samarahan, Malaysia
drernest@feb.unimas.my
Siew Ling Liew
Faculty of Economics and Business, Universiti Malaysia Sarawak
Kota Samarahan, Malaysia
ling.hi91@gmail.com
ABSTRACT
The increase of awareness and trying of ethnic cuisine have increased due to the developing
exchange of trade, movement of ethnicities across the globe, and tourist travelling
opportunities. More people consume ethnic food for the appreciation of culture and the taste.
Although the Dayaks are the largest indigenous group in Malaysia, little is done to date to
explicate why Malaysians consume Dayak food. The present study aims to investigate Dayak
food choice of non-Dayak Malaysians and assess its effect on consumption intention. Self-
administered questionnaire-based survey was used and 195 respondents were sampled
purposively in Malaysia. The results show that only health consideration and sensory appeal
have positive effect on intention to consume Dayak food. It implies that most Malaysians
consume only selected Dayak dishes occasionally. Practical implications of the study are
provided.
ACKNOWLEDGMENT
This paper is based on research at Institute of Borneo Studies, Universiti Malaysia Sarawak
(UNIMAS) under Dayak Chair Grant (Grant no: F01/(DRC)/1339/2016(3)).