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There is a paucity of knowledge on how visual sensory cues impact consumers’ purchase behaviour and their satisfaction, especially in Ramadhan street food bazaar context. This study aims to investigate the effect of Muslim consumer’s visual sensory cues on Ramadhan street food purchase behaviour and satisfaction.

This study surveyed 367 Malaysian Muslim consumers to depict their purchase behaviour and satisfaction based on visual sensory cues during their visit to the Ramadhan street food bazaar.

The findings show that visual sensory evaluations of texture and appearance influence Ramadhan street food bazaar customers’ purchase behaviour. Meanwhile, visual cues of texture and taste of the street bazaar food significantly influenced satisfaction.

The result offers practice guidelines for small food operators to enhance their product placement and display to encourage consumer purchase behaviour. The findings highlight the importance of visual cues in foodservice businesses and how they affect consumers’ desire to consume Ramadhan street bazaar’s food products.

Paying attention to food presentation would allow the sellers to obtain customers’ attention and purchase intention. Subsequently, it allows the Ramadhan street bazaar food sellers to be more competitive and effective in their business operation techniques and services, eventually impacting their survivability and sustainability.

The purpose of this study is to identify the consumption intention of Baba Nyonya Peranakan ethnic food among the youth generation by examining the effect of media influence and curiosity.

A causal study through the quantitative method is applied. This study focused on the youth generation, and a total of 219 valid responses were used for hypothesis testing using Statistical Package for Social Sciences and SmartPLS software. Purposive sampling, under non-probability sampling, was used. The data were collected through an online survey. The survey link was disseminated mainly on social media groups.

All of the hypotheses were found to be statistically significant. Media influence was found to directly and indirectly influence the consumption intention of Baba Nyonya ethnic food through attitude and curiosity. The involved stakeholders could also be more alert and improve the strategic planning based on the research finding that can stimulate more interest among consumers, benefiting the national gastronomy heritage tourism development.

The integration of biculturalism is rooted in knowledge about food, media coverage about food and food for social events that influence the formation of national food identity. Baba Nyonya food brings a unique identity with mixed heritage and culture, combined ingredients and recipes between two majority races of Malay and Chinese. However, exposure to ethnic food is lacking and causes the youth generation to unaware and not interested to try ethnic food. This study initiates to examine the effect of media influence and curiosity as food promotion via social media potentially to influence and lead to increased consumption of ethnic food.

The importance of shopping streets has long been considered a critical aspect of urban tourism. However, limited exploration focuses on the supply side, especially from the tour operator’s (TO) perspective. This paper aims to investigate TOs’ perceptions and attitudes towards packaging Tuanku Abdul Rahman Street (TARS) as an urban shopping spot in Kuala Lumpur.

Study data is gathered through qualitative in-depth interviews among 25 TO managers in Kuala Lumpur, Malaysia. The coding process was done manually, followed by qualitative data analysis using ATLAS.ti version 8 software.

The results show that the TOs regarded TARS as a must-visit shopping spot for international tourists. They argue that TARS’s competitiveness as a shopping street depends on the supporting infrastructure and safe environment, which are currently neglected by the relevant authorities and jeopardise the sustainability of TARS as a must-visit shopping street in the future.

This study’s findings generate value-added information on the potential of shopping tourism and TARS as must-visit shopping streets in Malaysia. On the other hand, the TOs’ concern about the lack of supporting infrastructure and unsafe environment generates varying consequences and implications for the individual TOs, tourism policymakers and government-related authorities.

This study offers new insight for urban tourism policymakers, managers and entrepreneurs to capture the attributes of a vibrant shopping street. There is exclusive potential for local tourism operators to take greater responsibility in shopping tourism planning processes and management operations through trustworthy planning partnerships among respective tourism stakeholders related to the shopping street domain.

This chapter contributes to the overall tourist satisfaction to local economies using sustainable practices. The aim therefore is to analyse to what extent the characteristics of a product and service can bridge the gap between locals and visitors. This chapter is based on secondary data. We find evidence for six themes which are considered to be the most theoretical issue affecting the studies on street food in tourism considered in the analysis.

Results show that street food tourism, as a new paradigm, can be a viable option while thinking the process of sustainable tourism development in emerging destinations. Our findings have clear implications for the fast growing literature on overtourism and related perverse impacts (conceptual contribution) giving also additional options to Destination Marketing Organisations' (DMOs) managers in terms of strategy to combat tourismphobia analysed in the study. Proposals for future research will also be outlined.

The purpose of this paper is to confirm the inter-relationship between healthy cafeteria attributes, perceived value, eating behaviour, satisfaction and post-purchase behaviour in the hospital setting.

A conceptual model proposed comprises of five latent variables representing healthy cafeteria attributes, perceived value, eating behaviour, satisfaction and post-purchase behaviour. A total of 570 completed questionnaires were collected, and the hypotheses were tested using structural equation modelling.

This study found that eating behaviour and satisfaction significantly mediates the relationship between healthy cafeteria attributes and customers’ post-purchase behaviour. Meanwhile, customers’ perceived value weakly moderates the relationship between healthy cafeteria and eating behaviour.

This paper is among the first few which attempt to holistically measure the attributes that influence people to visit healthy cafeterias and the subsequent effect they have towards their post-purchase behaviour. The novelty of this study is portrayed through the inclusion of eating behaviour and the perceived value dimension in healthy foodservice study, which is still minimal compared to commercial foodservice.

The aim of this study was to determine the levels of satisfaction (food quality, service quality, ambience, price and portion) among postgraduate Health Sciences students on the cafeteria facilities in Universiti Kebangsaan Malaysia (UKM), Kuala Lumpur Campus. In Malaysia, the total number of postgraduate in higher institution increase from 75,199 in 2007 to 85,236 in 2010, an increment of 12 per cent. The increasing numbers of higher education postgraduates on university campuses has unquestionably raised the expansion of demand for food service availability and quality on campus.

A self-reported questionnaire was to 86 subjects at Faculty of Health Sciences, UKM, from September to November in 2012.

The findings showed that ambience and service attributes turned out to be the most dissatisfied attributes. Malay and non-Malay post-graduate Health Science students showed no significant difference on the satisfaction toward the four attributes. Respondents believed that increasing menu variation and introducing franchise outlet were the two supplementary factors that may increase satisfaction level.

The major drawback of this study is the inability to generalize findings to the students’ satisfaction toward UKM KL food service because data of the current study were only assessing postgraduate students.

The points developed from this study clearly indicate the level of satisfaction among postgraduate Health Science student against food service system in one of the famous research university in Malaysia, UKM.

Purpose: In this technologically advanced era, it is crucial to understand how consumers adopt innovations so that producers and marketers can cater to these needs effectively. While existing technology adoption models have good explanatory power, a hybrid model must account for newer contexts.

Need for the Study: Most technology adoption papers in extant literature deal with the phenomenon’s functional, environmental and cognitive aspects. However, a mindset-oriented approach is largely absent from current studies. Mindsets are core beliefs people have about the malleability of human traits and characteristics that ultimately shape consumer behaviour. Investigating the adoption of such technologies through a deeper psychological lens will advance the field substantially.

Methodology: This conceptual paper utilised a literature review and theoretical integration to present a novel technology adoption model. The literature review of secondary data helped identify extant gaps, while academic integration of major concepts helped fill said gaps.

Findings: Based on the existing gaps in the literature, this study conceptualised a novel technology adoption model based on the foundation of Mindset Theory. Overall, relevant constructs, variables and scales have been presented along with future research propositions.

Practical Implications: From a global perspective, the findings of this chapter will enable marketers and practitioners to understand consumer adoption of new-age technologies. Producers of such technologies will also be able to cater to consumers more efficiently as a result of this study.

Although institutional theorists have considered the potential role of emotions in institutional processes for decades, little empirical work has focused specifically on how inhabitants’ lived emotional experiences affect their engagement with the institutional context. In this chapter, we explore the emotional responses of women entering a traditionally all-male institution, the U.S. Naval Academy, immediately after it formally began enrolling women, but while still steeped in its traditional hypermasculine culture, and who experienced gender-based workplace bullying. We explore both the bullying and their responses based on social emotions, considering them both as targets of their male counterpart’s emotions and as inhabitants who experience their own emotional responses. We find a broad range of emotions are evident in incidents of bullying, that institutional conditions predicate a particular form of indirect bullying, and that some women engage in institutional work that transforms being the target of negative emotions such as hatred into more positive emotional responses such as pride.

The available research works dealing with Halal food are centrally concerned with the Halal certification, logistics, export market, consumer awareness and business ethics with minimal study explores Muslim consumers’ purchase behaviour of Syubhah semi-processed food. The purpose of this study is to investigate the relationship between Muslim consumers’ knowledge on the wholesomeness, labelling, trust and purchase behaviour of Syubhah semi-processed food.

The study respondents are Muslim consumers in the semi and rural areas. Through a self-administered survey, 780 usable responses were successfully collected. The study hypotheses were analysed using the partial least squares structural equation modelling. Mediation analyses were conducted, focusing on the effect of trust on the relationship between consumer knowledge on the wholesomeness, labelling and purchase behaviour of Syubhah semi-processed food.

This study confirms that lack of knowledge on the wholesomeness and labelling among the semi and rural Muslim consumers influences them to purchase the Syubhah semi-processed food. Trust significantly plays a significant mediation role on the consumer Syubhah semi-processed food purchase behaviour.

This study confirms there is lack of knowledge among the semi and rural Muslim consumers on Syubhah semi-processed food. Such pessimistic indications of Syubhah food products carry varying consequences and implications for Muslim consumers, Halal food producers and the relevant religious authorities.