IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v9y2025issue-4p299-308.html
   My bibliography  Save this article

The Future of Malay Kueh: Exploring Factors Influencing its Acceptance among Young Consumers in Kelantan

Author

Listed:
  • Wan Ahmad Hasni Wan Zulkifali

    (Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam, Malaysia)

  • Siti Hajar Adam

    (Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam, Malaysia)

  • Mohd Shazali Md Sharif

    (Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam, Malaysia)

  • Yusup Apriyanto

    (Culinary Arts Department, Lombok Tourism Polytechnic, Puyung, Central Lombok, Indonesia)

Abstract

Malay kueh holds significant cultural value in Malaysia, symbolizing tradition, heritage, and communal identity. However, its consumption among Kelantanese youth has declined due to shifting food preferences influenced by modernization and globalization. This study explores the factors affecting the acceptance of Malay kueh among young consumers in Kelantan, focusing on cultural heritage, taste preferences, accessibility, and social influences. Employing a qualitative approach, data were collected through structured interviews and non-participant observations in local markets. Findings reveal that while many young individuals associate Malay kueh with nostalgia and cultural pride, external factors such as convenience, exposure to international cuisines, and changing dietary habits have contributed to its reduced consumption. Concerns over excessive sweetness, lack of accessibility in urban areas, and the influence of social media further impact its popularity. The study highlights the need for innovation in recipe adaptation, improved market accessibility, and strategic digital marketing to sustain the relevance of Malay kueh. Policy recommendations include promoting cultural education, supporting small-scale vendors, and integrating traditional food heritage into contemporary food culture. By addressing these challenges, stakeholders can play a crucial role in preserving Malay kueh for future generations while ensuring its alignment with modern consumer preferences.

Suggested Citation

  • Wan Ahmad Hasni Wan Zulkifali & Siti Hajar Adam & Mohd Shazali Md Sharif & Yusup Apriyanto, 2025. "The Future of Malay Kueh: Exploring Factors Influencing its Acceptance among Young Consumers in Kelantan," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(4), pages 299-308, April.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-4:p:299-308
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-9-issue-4/299-308.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/the-future-of-malay-kueh-exploring-factors-influencing-its-acceptance-among-young-consumers-in-kelantan/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Christine Blanka, 2019. "An individual-level perspective on intrapreneurship: a review and ways forward," Review of Managerial Science, Springer, vol. 13(5), pages 919-961, November.
    2. Uchendu Eugene Chigbu, 2019. "Visually Hypothesising in Scientific Paper Writing: Confirming and Refuting Qualitative Research Hypotheses Using Diagrams," Publications, MDPI, vol. 7(1), pages 1-18, March.
    3. Yao Song & Zhenzhen Qin & Qi Yuan, 2019. "The Impact of Eco-Label on the Young Chinese Generation: The Mediation Role of Environmental Awareness and Product Attributes in Green Purchase," Sustainability, MDPI, vol. 11(4), pages 1-18, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Barbara Mróz-Gorgoń & Wojciech Wodo & Anna Andrych & Katarzyna Caban-Piaskowska & Cyprian Kozyra, 2022. "Biometrics Innovation and Payment Sector Perception," Sustainability, MDPI, vol. 14(15), pages 1-23, August.
    2. Paulin Gohoungodji & Nabil Amara, 2023. "Art of innovating in the arts: definitions, determinants, and mode of innovation in creative industries, a systematic review," Review of Managerial Science, Springer, vol. 17(8), pages 2685-2725, November.
    3. Zhenzhen Qin & Yao Song, 2020. "The Sacred Power of Beauty: Examining the Perceptual Effect of Buddhist Symbols on Happiness and Life Satisfaction in China," IJERPH, MDPI, vol. 17(7), pages 1-19, April.
    4. Saeed Kamranfar & Farid Damirchi & Mitra Pourvaziri & Pardayev Abdunabi Xalikovich & Samira Mahmoudkelayeh & Reza Moezzi & Amir Vadiee, 2023. "A Partial Least Squares Structural Equation Modelling Analysis of the Primary Barriers to Sustainable Construction in Iran," Sustainability, MDPI, vol. 15(18), pages 1-20, September.
    5. Uchendu Eugene Chigbu & Sulaiman Olusegun Atiku & Cherley C. Du Plessis, 2023. "The Science of Literature Reviews: Searching, Identifying, Selecting, and Synthesising," Publications, MDPI, vol. 11(1), pages 1-16, January.
    6. Yao Song & Zhenzhen Qin & Zihao Qin, 2020. "Green Marketing to Gen Z Consumers in China: Examining the Mediating Factors of an Eco-Label–Informed Purchase," SAGE Open, , vol. 10(4), pages 21582440209, October.
    7. Rubab Ashiq, 2024. "Weaving a Sustainable Future for Fashion: The Role of Social Enterprises in East London," Sustainability, MDPI, vol. 16(16), pages 1-25, August.
    8. Lixia Wang & Xi Ye & Yutong Fu & Xin Zhang, 2024. "Does the well-matched marriage of successor affect the intergenerational inheritance of family business?," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-10, December.
    9. Huynh Thi Thuy Giang & Luu Tien Dung, 2022. "The effect of internal corporate social responsibility practices on firm performance: the mediating role of employee intrapreneurial behaviour," Review of Managerial Science, Springer, vol. 16(4), pages 1035-1061, May.
    10. Siti Hasnah Hassan & Jasmine A. L. Yeap & Nabil Hasan Al-Kumaim, 2022. "Sustainable Fashion Consumption: Advocating Philanthropic and Economic Motives in Clothing Disposal Behaviour," Sustainability, MDPI, vol. 14(3), pages 1-17, February.
    11. Mashaal A. M. Saif & Nazimah Hussin & Maizaitulaidawati Md Husin & Ayed Alwadain & Ayon Chakraborty, 2022. "Determinants of the Intention to Adopt Digital-Only Banks in Malaysia: The Extension of Environmental Concern," Sustainability, MDPI, vol. 14(17), pages 1-32, September.
    12. Engzell, Jeanette & Karabag, Solmaz Filiz & Yström, Anna, 2024. "Academic intrapreneurs navigating multiple institutional logics: An integrative framework for understanding and supporting intrapreneurship in universities," Technovation, Elsevier, vol. 129(C).
    13. Princewill Osaro Omorogiuwa, 2023. "Examining the Effects of the Antecedents of the Theory of Planned Behavior on Intrapreneurial Intention and the Moderating Role of Perceived Organizational Support," SBS Journal of Applied Business Research (SBS-JABR), SBS Swiss Business School, vol. 11, pages 19-42.
    14. Natasha Ristovska & Daliborka Blazheska & Sashko Gramatnikovski, 2021. "Introducing Intrapreneurship Management Concept In Function Of Improving Organizational Performance," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 12(2), pages 253-267.
    15. B. Hamrick, Alexander & Murnieks, Charles Y. & A. Waddingham, Jacob, 2025. "Exploring my entrepreneurial self at work: How entrepreneurial identity aspiration influences employee intrapreneurial behaviors and work performance," Journal of Business Research, Elsevier, vol. 188(C).
    16. Blanka, Christine & Krumay, Barbara & Rueckel, David, 2022. "The interplay of digital transformation and employee competency: A design science approach," Technological Forecasting and Social Change, Elsevier, vol. 178(C).
    17. Amélia Brandão & Carmo Cupertino de Miranda, 2022. "Does Sustainable Consumption Behaviour Influence Luxury Services Purchase Intention?," Sustainability, MDPI, vol. 14(13), pages 1-28, June.
    18. Zhenzhen Qin & Yao Song & Yang Jin, 2019. "Green Worship: The Effects of Devotional and Behavioral Factors on Adopting Electronic Incense Products in Religious Practices," IJERPH, MDPI, vol. 16(19), pages 1-15, September.
    19. Abreu, Maria & Grinevich, Vadim, 2024. "Intrapreneurial ecosystems in academia and their overlooked outputs: Graduate employability and wellbeing," Technovation, Elsevier, vol. 133(C).
    20. Ulva Arsyistawa & Arif Hartono, 2022. "The effect of eco-label and perceived consumer effectiveness toward green purchase," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(9), pages 57-66, December.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:9:y:2025:issue-4:p:299-308. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.