| Summary/Abstract |
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.
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