Consumer acceptance towards innovation in Malay traditional food

• Main Authors: Cerlina Sali, Mohammad Yunus Mohd Noor Azni, Najwa Che Supian, Nasirahtul Akmar Kamarudin
• Format: Undergraduate Final Project Report
• Language: English
• Published: 2022
• Online Access: http://discol.umk.edu.my/id/eprint/11495/1/H11%20PPTA%20II%20REPORT%20.pdf; http://discol.umk.edu.my/id/eprint/11495/
• Institution: Universiti Malaysia Kelantan

The study examines consumer acceptance toward innovation in Malay traditional food and to find out the relationship between attitude, perceived authenticity, and perception of consumer acceptance. A survey was conducted using questionnaires, involving 384 respondents who consume Malay traditional fo...