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Hill Rice (Oryza sativa L.): Exploring the Malaysian Knowledge, Perception and Intention to Purchase

Rice has a pivotal role as a crucial staple food for more than 50% of the worldwide population, including the nation of Malaysia. The challenges such as invasive and native pests, water scarcity issues, difficulties in accessing markets, pesticide-related health issues, and farmers' outmigratio...

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Main Authors:	Nathaniel Maikol, Shafinah Kamarudin, Justin Sentian, Mohamad Zaki Mohamad Saad, Nur Hafizatun Ramlan, Leong, Wan Teng, Shiamala Devi Ramaiya
Format:	Article
Language:	English English
Published:	Human Resource Management Academic Research Society (HRMARS) 2023
Subjects:	SB183-317 Field crops Including cereals, forage crops, grasses, legumes, root crops, sugar plants, textile plants, alkaloidal plants, medicinal plants
Online Access:	https://eprints.ums.edu.my/id/eprint/38249/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/38249/2/FULL%20TEXT.pdf https://eprints.ums.edu.my/id/eprint/38249/ http://dx.doi.org/10.6007/IJARBSS/v13-i11/19655
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id	my.ums.eprints.38249
record_format	eprints
spelling	my.ums.eprints.382492024-02-15T02:57:11Z https://eprints.ums.edu.my/id/eprint/38249/ Hill Rice (Oryza sativa L.): Exploring the Malaysian Knowledge, Perception and Intention to Purchase Nathaniel Maikol Shafinah Kamarudin Justin Sentian Mohamad Zaki Mohamad Saad Nur Hafizatun Ramlan Leong, Wan Teng Shiamala Devi Ramaiya SB183-317 Field crops Including cereals, forage crops, grasses, legumes, root crops, sugar plants, textile plants, alkaloidal plants, medicinal plants Rice has a pivotal role as a crucial staple food for more than 50% of the worldwide population, including the nation of Malaysia. The challenges such as invasive and native pests, water scarcity issues, difficulties in accessing markets, pesticide-related health issues, and farmers' outmigration to find employment affect the production of rice. These challenges, in turn, have indirect implications for achieving self-sufficiency in food security. Hill rice is commonly cultivated by small farmers in Malaysia. Research related to hill rice is still continuous, mainly to investigate the potential value of hill rice to commercialize in order to support rice self-sufficiency in Malaysia. This study aims to explore the Malaysian knowledge regarding hill rice, and to investigate the Malaysian' perception and intention to purchase hill rice. In 2022, a survey was carried out by utilizing the WhatsApp platform as the method of distributing the questionnaire, which was then self-administered by the 133 respondents. The findings indicate that a significant proportion of participants hold a positive view of hill rice, with over 50% expressing an intention to purchase this type of rice. Hence, the results indicate that hill rice had the potential for commercialization. The relevant authorities may consider proposing and implementing an appropriate initiative or project aimed at encouraging smallholders to prioritize the cultivation of hill rice and effectively market this agricultural commodity. Human Resource Management Academic Research Society (HRMARS) 2023 Article NonPeerReviewed text en https://eprints.ums.edu.my/id/eprint/38249/1/ABSTRACT.pdf text en https://eprints.ums.edu.my/id/eprint/38249/2/FULL%20TEXT.pdf Nathaniel Maikol and Shafinah Kamarudin and Justin Sentian and Mohamad Zaki Mohamad Saad and Nur Hafizatun Ramlan and Leong, Wan Teng and Shiamala Devi Ramaiya (2023) Hill Rice (Oryza sativa L.): Exploring the Malaysian Knowledge, Perception and Intention to Purchase. International Journal of Academic Research in Business and Social Sciences, 13. pp. 2444-2452. ISSN 2222-6990 http://dx.doi.org/10.6007/IJARBSS/v13-i11/19655
institution	Universiti Malaysia Sabah
building	UMS Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Malaysia Sabah
content_source	UMS Institutional Repository
url_provider	http://eprints.ums.edu.my/
language	English English
topic	SB183-317 Field crops Including cereals, forage crops, grasses, legumes, root crops, sugar plants, textile plants, alkaloidal plants, medicinal plants
spellingShingle	SB183-317 Field crops Including cereals, forage crops, grasses, legumes, root crops, sugar plants, textile plants, alkaloidal plants, medicinal plants Nathaniel Maikol Shafinah Kamarudin Justin Sentian Mohamad Zaki Mohamad Saad Nur Hafizatun Ramlan Leong, Wan Teng Shiamala Devi Ramaiya Hill Rice (Oryza sativa L.): Exploring the Malaysian Knowledge, Perception and Intention to Purchase
description	Rice has a pivotal role as a crucial staple food for more than 50% of the worldwide population, including the nation of Malaysia. The challenges such as invasive and native pests, water scarcity issues, difficulties in accessing markets, pesticide-related health issues, and farmers' outmigration to find employment affect the production of rice. These challenges, in turn, have indirect implications for achieving self-sufficiency in food security. Hill rice is commonly cultivated by small farmers in Malaysia. Research related to hill rice is still continuous, mainly to investigate the potential value of hill rice to commercialize in order to support rice self-sufficiency in Malaysia. This study aims to explore the Malaysian knowledge regarding hill rice, and to investigate the Malaysian' perception and intention to purchase hill rice. In 2022, a survey was carried out by utilizing the WhatsApp platform as the method of distributing the questionnaire, which was then self-administered by the 133 respondents. The findings indicate that a significant proportion of participants hold a positive view of hill rice, with over 50% expressing an intention to purchase this type of rice. Hence, the results indicate that hill rice had the potential for commercialization. The relevant authorities may consider proposing and implementing an appropriate initiative or project aimed at encouraging smallholders to prioritize the cultivation of hill rice and effectively market this agricultural commodity.
format	Article
author	Nathaniel Maikol Shafinah Kamarudin Justin Sentian Mohamad Zaki Mohamad Saad Nur Hafizatun Ramlan Leong, Wan Teng Shiamala Devi Ramaiya
author_facet	Nathaniel Maikol Shafinah Kamarudin Justin Sentian Mohamad Zaki Mohamad Saad Nur Hafizatun Ramlan Leong, Wan Teng Shiamala Devi Ramaiya
author_sort	Nathaniel Maikol
title	Hill Rice (Oryza sativa L.): Exploring the Malaysian Knowledge, Perception and Intention to Purchase
title_short	Hill Rice (Oryza sativa L.): Exploring the Malaysian Knowledge, Perception and Intention to Purchase
title_full	Hill Rice (Oryza sativa L.): Exploring the Malaysian Knowledge, Perception and Intention to Purchase
title_fullStr	Hill Rice (Oryza sativa L.): Exploring the Malaysian Knowledge, Perception and Intention to Purchase
title_full_unstemmed	Hill Rice (Oryza sativa L.): Exploring the Malaysian Knowledge, Perception and Intention to Purchase
title_sort	hill rice (oryza sativa l.): exploring the malaysian knowledge, perception and intention to purchase
publisher	Human Resource Management Academic Research Society (HRMARS)
publishDate	2023
url	https://eprints.ums.edu.my/id/eprint/38249/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/38249/2/FULL%20TEXT.pdf https://eprints.ums.edu.my/id/eprint/38249/ http://dx.doi.org/10.6007/IJARBSS/v13-i11/19655
_version_	1792152916975419392
score	13.211869

Hill Rice (Oryza sativa L.): Exploring the Malaysian Knowledge, Perception and Intention to Purchase

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