Unlocking the secret of nasi lemak: How food choices shape emotional experience and purchase intentions among Malaysians

This study investigates how Malaysians' emotional experiences influence their intentions to purchase nasi lemak, with food choice acting as a critical moderator. The theoretical foundation of the research is based on the Theory of Planned Behavior (TPB), which provides a framework for understan...

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Bibliographic Details

Main Authors:	Ahmad Shakani Abdullah, Ramraini Ali Hassan, Mohd Aliff Abdul Majid
Format:	Article
Language:	en en
Published:	AESS Publications 2024
Subjects:	HD9000-9999 Special industries and trades HV1-9960 Social pathology. Social and public welfare. Criminology
Online Access:	https://eprints.ums.edu.my/id/eprint/41379/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/41379/2/FULL%20TEXT.pdf https://eprints.ums.edu.my/id/eprint/41379/ https://doi.org/10.55493/5003.v14i3.5127
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