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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: Maikol, Nathaniel, Kamarudin, Shafinah, Sentian, Justin, Mohamad Saad, Mohamad Zaki, Ramlan, Nur Hafizatun, Leong, Wan Teng, Ramaiya, Shiamala Devi
Format: Article
Published: Human Resource Management Academic Research Society 2023
Online Access:http://psasir.upm.edu.my/id/eprint/108185/
https://hrmars.com/index.php/IJARBSS/article/view/19655/Hill-Rice-Oryza-sativa-L-Exploring-the-Malaysian-Knowledge-Perception-and-Intention-to-Purchase
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spelling my.upm.eprints.1081852024-09-23T02:32:38Z http://psasir.upm.edu.my/id/eprint/108185/ Hill rice (Oryza sativa l.): Exploring the Malaysian knowledge, perception and intention to purchase Maikol, Nathaniel Kamarudin, Shafinah Sentian, Justin Mohamad Saad, Mohamad Zaki Ramlan, Nur Hafizatun Leong, Wan Teng Ramaiya, Shiamala Devi 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 2023 Article PeerReviewed Maikol, Nathaniel and Kamarudin, Shafinah and Sentian, Justin and Mohamad Saad, Mohamad Zaki and Ramlan, Nur Hafizatun and Leong, Wan Teng and Ramaiya, Shiamala Devi (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 (11). pp. 1-9. ISSN 2222-6990; ESSN: 2308-3816 https://hrmars.com/index.php/IJARBSS/article/view/19655/Hill-Rice-Oryza-sativa-L-Exploring-the-Malaysian-Knowledge-Perception-and-Intention-to-Purchase 10.6007/ijarbss/v13-i11/19655
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
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 Maikol, Nathaniel
Kamarudin, Shafinah
Sentian, Justin
Mohamad Saad, Mohamad Zaki
Ramlan, Nur Hafizatun
Leong, Wan Teng
Ramaiya, Shiamala Devi
spellingShingle Maikol, Nathaniel
Kamarudin, Shafinah
Sentian, Justin
Mohamad Saad, Mohamad Zaki
Ramlan, Nur Hafizatun
Leong, Wan Teng
Ramaiya, Shiamala Devi
Hill rice (Oryza sativa l.): Exploring the Malaysian knowledge, perception and intention to purchase
author_facet Maikol, Nathaniel
Kamarudin, Shafinah
Sentian, Justin
Mohamad Saad, Mohamad Zaki
Ramlan, Nur Hafizatun
Leong, Wan Teng
Ramaiya, Shiamala Devi
author_sort Maikol, Nathaniel
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
publishDate 2023
url http://psasir.upm.edu.my/id/eprint/108185/
https://hrmars.com/index.php/IJARBSS/article/view/19655/Hill-Rice-Oryza-sativa-L-Exploring-the-Malaysian-Knowledge-Perception-and-Intention-to-Purchase
_version_ 1811686005368946688
score 13.211869

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