Perceived barriers towards whole grain consumption among the Malaysian adult population: findings from a theory-based qualitative study
ISSN: 0007-070X
Article publication date: 9 June 2022
Issue publication date: 9 February 2023
Abstract
Purpose
The paper aimed to explore the factors leading to lower rates of whole grain consumption amongst the Malaysian adult population according to the Reasoned Action Approach (RAA) model.
Design/methodology/approach
This paper employed a qualitative approach to explore the factors that influence whole grain consumption. Individual interviews were conducted online amongst Malaysian adults aged 18 years and above who purchase groceries and are responsible for food preparation at home. Interviews were transcribed verbatim and analysed thematically using the NVivo version 12 software.
Findings
A majority of the respondents (N = 30; mean age = 39.2 years old) were females (n = 19, 63.3%) and lived in urban areas (n = 23, 76.7%). Even though over 86.7% of respondents (n = 26) had consumed whole grain products, a majority of them had inadequate knowledge surrounding whole grains (n = 25, 83.3%). Predominant barriers to whole grain consumption were perceived cost (n = 30, 100%), dislikes towards the sensory aspects of whole grain foods (n = 28, 93.3%), inadequate knowledge in identifying whole grains in foods (n = 25, 83.3%), poor awareness (n = 25, 83.3%), lack of knowledge in preparation of whole grain foods (n = 25, 83.3%), a wide variety of other tasty cuisine alternatives in Malaysia (n = 25, 83.3%), low availability and accessibility of whole grain products (n = 18, 60%), cultural eating behaviours (n = 17, 56.7%) and family influence (n = 16, 53.3%). Besides that, having a longer preparation time, restrictive diets and social influences were minor barriers.
Research limitations/implications
This study addresses the barriers that should be highlighted in future health educational interventions, and presents a challenge to the food industry to develop whole grain foods which are easily accepted by consumers.
Originality/value
This is the first paper to outline the factors associated with poor consumption of whole grains amongst the Malaysian adult population.
Keywords
Acknowledgements
The authors express sincere gratitude to all the respondents for their time and effort in participating in the in-depth online interviews.
Funding: The present study was supported by Tunku Abdul Rahman University College (TAR UC/EC/2020/08–3). The funder played no role in the design, conducting or interpretation of this research, or the decision to publish.
Author contributions: H.C.K, C.S.S and M.N.A. were responsible in conceptualising the study design, overseeing data collection, advising on data analysis and data interpretation. U.D. coordinated data collection, data entry, data analysis and drafted the manuscript. All authors have read and agreed to the published version of the manuscript.
Conflicts of Interest: The authors declare no conflicts of interest.
Citation
Ugunesh, D., Siau, C.S., Mohd Sanip, M.N.A.B. and Koo, H.C. (2023), "Perceived barriers towards whole grain consumption among the Malaysian adult population: findings from a theory-based qualitative study", British Food Journal, Vol. 125 No. 3, pp. 1130-1147. https://doi.org/10.1108/BFJ-10-2021-1152
Publisher
:Emerald Publishing Limited
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