CONSUMERS’ KNOWLEDGE, PERCEPTION OF FOOD IMAGE AND ACCEPTANCE TOWARDS FOOD HERITAGE IN KELANTAN

Abstract

Heritage food is an integral part of consumers’ eating habits because it is made from original recipes passed down from generation to generation. However, due to changing lifestyles, there is a lack of knowledge among the younger generation, and consumption of heritage food is declining. Furthermore, researchers appear to disregard and dismiss research on food image and food tourism. The objective of this study is to determine consumer’s knowledge, food image perception, and acceptance of Kelantan heritage food. People's eating habits are changing due to social trends and information technology. A convenience sampling method was used in a selected area of Kelantan. A questionnaire was distributed to the general public in the Kelantan district of choice; Kota Bharu, Tanah Merah, and Machang. The findings revealed that respondents have a high level of knowledge about Kelantan’s heritage foods, with 92.3 per cent at good knowledge levels. Additionally, respondents have a positive perception of food image, with a high mean score of 4.81±0.59. Respondents showed a positive result in acceptance of heritage in tradition and culture, appearance, taste, quality, and healthiness with all mean scores of each attribute is more significant than 4. All of the study’s objectives had been met. All respondents expressed their positive and negative feelings about consumers’ knowledge, perception of food image, and acceptance of food heritage in Kelantan.