TY  - JOUR
AB  - Purpose International students are considered as a huge and potentially lucrative segment for various products of the tourism industry in Malaysia. One of the tourism products is the local food they consume. The purpose of this paper is to investigate key factors that contribute to international students’ intention to consume Malay food. Drawing on the theory of planned behavior (TPB), the present study examines the impact of attitude, subject norm and perceived behavioral control (PBC) on international students’ intention to consume Malay food.Design/methodology/approach A quantitative approach using self-administered questionnaire was adopted. A total of 163 samples were collected from international students studying in five different Malaysian higher education institutions. A partial least squares structural equation modeling technique was used to test the hypothesized model.Findings The findings highlight that attitude, subject norms and PBC significantly motivate international students to consume local food. The subject norm toward consuming local food was revealed as the strongest predictor of international students’ intention to consume Malay food.Originality/value Although this is one of the early studies that uses the TPB in assessing the factors that influence international students’ intention to consume local food, this paper is driven by and aimed for practical consideration and thus making a significant contribution to practice. Specifically, the findings of the present study provide important implications for tourism industry practitioners to plan and implement initiatives that may promote local food among international students studying in Malaysian institutions.
VL  - 122
IS  - 6
SN  - 0007-070X
DO  - 10.1108/BFJ-09-2018-0636
UR  - https://doi.org/10.1108/BFJ-09-2018-0636
AU  - Memon Mumtaz Ali
AU  - Mirza Muhammad Zeeshan
AU  - Lim Bibiana
AU  - Umrani Waheed Ali
AU  - Hassan Mohamed Ayyub
AU  - Cham Tat Huei
AU  - Shahzad Khurram
PY  - 2019
Y1  - 2019/01/01
TI  - When in Rome, do as the Romans do: Factors influencing international students’ intention to consume local food in Malaysia
T2  - British Food Journal
PB  - Emerald Publishing Limited
SP  - 1953
EP  - 1967
Y2  - 2024/04/20
ER  -