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Fruit and Vegetable Consumption Behaviour: A Qualitative Study of Malay Adults in Subang Jaya, Selangor

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dc.contributor.author Norsyahidah Ismail
dc.contributor.author Muhammad Shahrim Ab Karim
dc.contributor.author Roselina Karim
dc.contributor.author Noranizam Mohd Adzahan
dc.contributor.author Nurhasmilaalisa Abd Halim
dc.date.accessioned 2015-10-07T03:43:37Z
dc.date.available 2015-10-07T03:43:37Z
dc.date.issued 2013-12
dc.identifier.issn 1985-3890
dc.identifier.uri http://myrepositori.pnm.gov.my/handle/123456789/4287
dc.description.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. en_US
dc.format application/pdf
dc.format.extent 982,273 bytes
dc.language.iso en en_US
dc.publisher Lembaga Pemasaran Pertanian Persekutuan (FAMA) en_US
dc.relation.ispartof Journal of Agribusiness Marketing, Vol.6, December 2013, p.52-67.
dc.relation.requires Adobe Acrobat Reader, 9.0
dc.subject Qualitative Study en_US
dc.subject Fruits en_US
dc.subject Vegetables en_US
dc.subject Consumption Behaviour en_US
dc.subject Malay Consumers en_US
dc.title Fruit and Vegetable Consumption Behaviour: A Qualitative Study of Malay Adults in Subang Jaya, Selangor en_US
dc.type Article en_US


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