Factors influencing consumers’ willingness to purchase Musang King durian (Durio Zibethinus) in Raub, Pahang, Malaysia

Musang King durian (Durio Zibethinus), a variety of Malaysia, is in high demand in the Chinese market and is also popular among local consumers. However, the premium pricing of this variety influenced by supply and demand limits access for many segments of local consumers. The question arises as to...

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Bibliographic Details

Main Authors:	Rosmiza Mohd Zainol, Mohamad Syahrul Nizam Ibrahim, Liew, Song Shen, Fatin Umaira Muhamad Azian, Nazahah Rahim
Format:	Article
Language:	en
Published:	Malque Publishing 2025
Subjects:	HD9000-9495 Agricultural industries SB354-402 Fruit and fruit culture
Online Access:	https://eprints.ums.edu.my/id/eprint/44794/1/FULL%20TEXT.pdf https://eprints.ums.edu.my/id/eprint/44794/ https://doi.org/10.31893/multiscience.2025505
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