Staff View: When in Rome, do as the Romans do: factors influencing international students' intention to consume local food in Malaysia

When in Rome, do as the Romans do: factors influencing international students' intention to consume local food in Malaysia

Purpose: International students are considered as a huge and potentially lucrative segment for various products of the tourism industry in Malaysia. One of the tourism products is the local food they consume. The purpose of this paper is to investigate key factors that contribute to international st...

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Main Authors:	Memon, Mumtaz Ali, Mirza, Muhammad Zeeshan, Lim, Bibiana, Umrani, Waheed Ali, Hassan, Mohamed Ayyub, Cham, Tat Huei, Shahzad, Khurram
Format:	Article
Published:	Emerald Group Publishing Ltd. 2019
Subjects:	H Social Sciences (General) L Education (General)
Online Access:	http://eprints.utm.my/id/eprint/89823/ http://dx.doi.org/10.1108/BFJ-09-2018-0636
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id	my.utm.89823
record_format	eprints
spelling	my.utm.898232021-03-04T02:46:05Z http://eprints.utm.my/id/eprint/89823/ When in Rome, do as the Romans do: factors influencing international students' intention to consume local food in Malaysia Memon, Mumtaz Ali Mirza, Muhammad Zeeshan Lim, Bibiana Umrani, Waheed Ali Hassan, Mohamed Ayyub Cham, Tat Huei Shahzad, Khurram H Social Sciences (General) L Education (General) Purpose: International students are considered as a huge and potentially lucrative segment for various products of the tourism industry in Malaysia. One of the tourism products is the local food they consume. The purpose of this paper is to investigate key factors that contribute to international students’ intention to consume Malay food. Drawing on the theory of planned behavior (TPB), the present study examines the impact of attitude, subject norm and perceived behavioral control (PBC) on international students’ intention to consume Malay food. Design/methodology/approach: A quantitative approach using self-administered questionnaire was adopted. A total of 163 samples were collected from international students studying in five different Malaysian higher education institutions. A partial least squares structural equation modeling technique was used to test the hypothesized model. Findings: The findings highlight that attitude, subject norms and PBC significantly motivate international students to consume local food. The subject norm toward consuming local food was revealed as the strongest predictor of international students’ intention to consume Malay food. Originality/value: Although this is one of the early studies that uses the TPB in assessing the factors that influence international students’ intention to consume local food, this paper is driven by and aimed for practical consideration and thus making a significant contribution to practice. Specifically, the findings of the present study provide important implications for tourism industry practitioners to plan and implement initiatives that may promote local food among international students studying in Malaysian institutions. Emerald Group Publishing Ltd. 2019-06-24 Article PeerReviewed Memon, Mumtaz Ali and Mirza, Muhammad Zeeshan and Lim, Bibiana and Umrani, Waheed Ali and Hassan, Mohamed Ayyub and Cham, Tat Huei and Shahzad, Khurram (2019) When in Rome, do as the Romans do: factors influencing international students' intention to consume local food in Malaysia. British Food Journal, 122 (6). pp. 1953-1967. ISSN 0007-070X http://dx.doi.org/10.1108/BFJ-09-2018-0636 DOI:10.1108/BFJ-09-2018-0636
institution	Universiti Teknologi Malaysia
building	UTM Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Teknologi Malaysia
content_source	UTM Institutional Repository
url_provider	http://eprints.utm.my/
topic	H Social Sciences (General) L Education (General)
spellingShingle	H Social Sciences (General) L Education (General) Memon, Mumtaz Ali Mirza, Muhammad Zeeshan Lim, Bibiana Umrani, Waheed Ali Hassan, Mohamed Ayyub Cham, Tat Huei Shahzad, Khurram When in Rome, do as the Romans do: factors influencing international students' intention to consume local food in Malaysia
description	Purpose: International students are considered as a huge and potentially lucrative segment for various products of the tourism industry in Malaysia. One of the tourism products is the local food they consume. The purpose of this paper is to investigate key factors that contribute to international students’ intention to consume Malay food. Drawing on the theory of planned behavior (TPB), the present study examines the impact of attitude, subject norm and perceived behavioral control (PBC) on international students’ intention to consume Malay food. Design/methodology/approach: A quantitative approach using self-administered questionnaire was adopted. A total of 163 samples were collected from international students studying in five different Malaysian higher education institutions. A partial least squares structural equation modeling technique was used to test the hypothesized model. Findings: The findings highlight that attitude, subject norms and PBC significantly motivate international students to consume local food. The subject norm toward consuming local food was revealed as the strongest predictor of international students’ intention to consume Malay food. Originality/value: Although this is one of the early studies that uses the TPB in assessing the factors that influence international students’ intention to consume local food, this paper is driven by and aimed for practical consideration and thus making a significant contribution to practice. Specifically, the findings of the present study provide important implications for tourism industry practitioners to plan and implement initiatives that may promote local food among international students studying in Malaysian institutions.
format	Article
author	Memon, Mumtaz Ali Mirza, Muhammad Zeeshan Lim, Bibiana Umrani, Waheed Ali Hassan, Mohamed Ayyub Cham, Tat Huei Shahzad, Khurram
author_facet	Memon, Mumtaz Ali Mirza, Muhammad Zeeshan Lim, Bibiana Umrani, Waheed Ali Hassan, Mohamed Ayyub Cham, Tat Huei Shahzad, Khurram
author_sort	Memon, Mumtaz Ali
title	When in Rome, do as the Romans do: factors influencing international students' intention to consume local food in Malaysia
title_short	When in Rome, do as the Romans do: factors influencing international students' intention to consume local food in Malaysia
title_full	When in Rome, do as the Romans do: factors influencing international students' intention to consume local food in Malaysia
title_fullStr	When in Rome, do as the Romans do: factors influencing international students' intention to consume local food in Malaysia
title_full_unstemmed	When in Rome, do as the Romans do: factors influencing international students' intention to consume local food in Malaysia
title_sort	when in rome, do as the romans do: factors influencing international students' intention to consume local food in malaysia
publisher	Emerald Group Publishing Ltd.
publishDate	2019
url	http://eprints.utm.my/id/eprint/89823/ http://dx.doi.org/10.1108/BFJ-09-2018-0636
_version_	1693725951150522368
score	13.211869

When in Rome, do as the Romans do: factors influencing international students' intention to consume local food in Malaysia

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