| ID | 194018 |
| Title Proper | Chetti Malacca |
| Other Title Information | exploring millennials consumption intention of Peranakan Indian ethnic cuisine |
| Language | ENG |
| Author | Ismail, Muhamad Jufri |
| Summary / Abstract (Note) | Chetti ethnic are the minority ethnic roots in Malacca, Malaysia. Despite their historical significance in the creation of Malaysia’s multi-ethnic culture, the Indian Peranakans (also known as the Chettis) are hardly recognised even among locals. Although millennials represent a significant market segment, there has been little research into their motives for eating ethnic food. Thus, this study examines factors influencing Chetti ethnic food consumption intention among millennials. A total of 400 questionnaires were received, and only 376 were valid for the study. Partial Least Square (PLS-SEM) was used to answer research questions. The findings showed that all variables had a significant relationship toward Chetti ethnic food consumption intention. This study subsequently serves as a guide for marketers, academicians and practitioners in connecting with their consumers by considering the elements that affect Malacca millennials’ consumption intention and gaining a better knowledge about Chetti ethnic food. |
| `In' analytical Note | Asian Ethnicity Vol. 25, No.1; Jan 2024: p.58-81 |
| Key Words | Millenials ; Chetti ; Heritage food ; Consumption Intention ; Perceived authenticity ; Media influence |