| Summary: | Purpose – This study was conducted to explore the underlying reasons of food choice and the
association with risk perception in an urban community. The paper aims to discuss these issues.
Design/methodology/approach – Using a cross-sectional design, adults between 20 and 60 years
old, selected by convenience sampling from three different races; Malay, Chinese and Indian, in Sungai
Petani, Kedah were surveyed. A self-administered food choice questionnaire was used and data
collected were analysed using SPSS Statistic 17.0.
Findings – Religion, risk perception and sensory appeal were the most prominent factors affecting
food choice of respondents. Age showed significant correlation with mood and sensory appeal.
Monthly income was significantly correlated with convenience, weight control and familiarity.
Risk perception was found to be correlated with all motives except familiarity and religion.
Research limitations/implications – A larger sample with approximately equal number of
respondents from the various races would provide a more substantial overview of the trend of food
choice in a multicultural population.
Practical implications – This study provides an insight on factors determining the food-buying
power of the community which may directly impact the commercial success of food products including
modifying provisions and actions of the food industry.
Originality/value – This research investigated the set priorities of an urban community in deciding
the type of food for consumption which may be influenced by multicultural interactions and reported risks.
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