Factors Influencing Palm Dates (Phoenix Dactylifera) Consumption Behaviour Among Adults in Setapak, Kuala Lumpur

Tan, Hui Yee (2020) Factors Influencing Palm Dates (Phoenix Dactylifera) Consumption Behaviour Among Adults in Setapak, Kuala Lumpur. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Many studies have been carried out on palm dates consumption and factors that influenced palm dates consumption behaviour. However, there is limited information on factors influencing palm dates consumption behaviour in Malaysia. Therefore, it is crucial to identify the factors that increase the intention to consume palm dates. The objectives of this study were to evaluate the personal and environmental factors on palm dates consumption behaviour among adults in Setapak, Kuala Lumpur. The factors in this study were adopted from the Social Cognitive Theory (SCT). A total of 391 respondents were chosen in the shopping mall at the Setapak, Kuala Lumpur. Data were analysed by using multiple linear regressions, one-way ANOVA and Kruskal-Wallis test to achieve the objectives of the study. Descriptive analysis was applied to determine the frequency distribution of the respondents. Based on the study, attitude (p=.000), habit (p=.000), social influences (p=.000) and availability (p=.000) were important towards palm dates consumption behaviour. Age, ethnicity and marital status were significant factors in palm dates consumption behaviour while gender, educational level and household income were not significant factors in palm dates consumption behaviour. The difference in ethnicity can affect the attitude towards eating palm dates, the habit of eating palm dates, social influences and availability of palm dates. As a conclusion, the empirical and theoretical implications of this study can be recommended to marketers and stakeholders