Abstract:
The consumption of fruits and vegetables is important in daily food intake. Thus, much previous research about the benefits of consuming fruit and vegetables has been carried out to prove the importance of fruits and vegetables intake. However, limited information was available to prove whether Malaysians consume enough fruits and vegetables. The purpose of this research is to find out the reasons amongst Malay Malaysian consumers for consuming fruits and vegetables on a daily basis. A qualitative method using an in-depth interview was employed. Ten Malay participants from Subang Jaya, Selangor were interviewed to find out their fruit and vegetable consumption behaviour. Criteria of the respondents were adults aged between 19 to 59 years old who often buy and consume fruits and vegetables. The collected data was coded and analysed manually. Thematic factors were identified at the end of the study. Consequently, results show four factors which influence the consumption of fruits and vegetables, which are sensory appeal, knowledge, availability and environment. The findings obtained from this study can provide a better undderstading to Malaysian marketers on shy Malays adults consume fruits and vegetables in Selangor, Malaysia.
