Motivators and barriers of ulam consumption among residents from low-cost housing areas in Kuala Lumpur

Abstract

Purpose

Ulam is a traditional salad that contains high levels of antioxidants and is commonly consumed in raw form. However, the average ulam consumption among the low-income Malaysian population was only ½ serving daily. Thus, this study aimed to explore the motivators and barriers to ulam consumption among residents of low-cost housing areas (household income RM4849 or $1015.50) in Kuala Lumpur, Malaysia.

Design/methodology/approach

Six focus group discussions were conducted with 27 Malay residents aged 18–59 years in Kuala Lumpur, Malaysia. The researchers asked the participants a series of semi-structured questions. All the interviews were audio-recorded and transcribed verbatim. Two researchers coded the transcripts independently, and several themes were identified. The data were analysed using Nvivo version 12 software.

Findings

Three main factors for ulam consumption were identified in this study: personal, environmental and behavioural. The motivators and barriers were identified based on nine main themes and 16 sub-themes.

Practical implications

The results of this study identified potential areas for an effective intervention to increase ulam intake among residents in low-cost housing areas.

Originality/value

This work has the potential to identify the factors that have an impact on consumers' ulam preferences to help fulfil daily vegetable recommendations.

Citation

Yahya, H.M., Mohd Zuhaimi, N.A.F., Mohd Jamil, S., Shahar, S. and You, Y.X. (2024), "Motivators and barriers of ulam consumption among residents from low-cost housing areas in Kuala Lumpur", British Food Journal, Vol. 126 No. 5, pp. 2084-2098. https://doi.org/10.1108/BFJ-06-2023-0485