Volume 14, Issue 1, 2025

04 Volume 14, Issue 1 Extrinsic Attributes of Food Choice: A Case Study on Rice Preferences among Malaysian Consumers
Extrinsic Attributes of Food Choice: A Case Study on Rice Preferences among Malaysian Consumers
Author(s): Yah-ya .I. Abubakar, Golnaz Rezai, Mad Nasir Shamsudin, Zainalabidin Mohamed
DOI: doi.org/10.56527/jabm.14.1.4
Keywords: Attributes, Country of Origin, Nutritional Value, Environmental Concern, Conjoint Analysis
Abstract:Growth in prosperity and rapid urbaniSation has led to changes in Malaysian consumers’ attitude towards food preference. Consumers have become more empowered and shifted their attention from traditional attributes such as taste, texture and aroma to include information about nutritional value, safety, quality packaging and country of origin. Exploring the relative importance of these attributes takes on particular significance as it will reveal crucial information for all the actors involved in rice research and development. The study was conducted with 500 rice consumers. Conjoint analysis technique was employed to reveal the trade-offs that consumers make with regards to environmental concern, nutritional value, packaging, quantity, country of origin and price in purchasing rice. The technique was also employed to determine indirectly willingness to pay for the stated attributes. Country of origin was found to be the most important attribute. Consumers are also willing to pay more for the preferred levels of attributes which showed that improved effort towards the local introduction of these attributes will not only reduce importation but also enhance consumers’ welfare, improve local farmers’ profit, and provide an expanded market for all rice stakeholders.
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