An Analysis of Determinant Factors of Malaysian Consumers’ Purchase Intention toward Heritage Food: A Case Study of Malaysia Tok Beef Rendang

Abstract

This study investigates the determinants influencing Malaysian consumers’ purchase intention toward heritage food processed using retort ready-to-eat (RTE) technology, with a specific focus on Malaysia Tok Beef Rendang. As demand for convenient and culturally authentic food grows, retort technology offers a viable solution by ensuring extended shelf life, safety, and preservation of sensory quality. The research examines five key determinants—quality, price, technology, convenience, and intention to purchase—within the context of RTE heritage food consumption. A cross-sectional quantitative method was employed using a structured questionnaire developed from established measurement items. A total of 150 prospective respondents assessed through Partial Least Squares Structural Equation Modelling (PLS-SEM) to evaluate relationships between determinants and purchase intention. Findings highlight that perceived quality, affordability, technological assurance, and convenience significantly shape consumers’ behavioural intention toward retort-processed heritage foods. The results underscore the potential of retort technology in sustaining Malaysia’s culinary heritage while aligning with modern lifestyle demands. The study provides meaningful insights for food manufacturers, policymakers, and gastronomy stakeholders on enhancing product acceptance, improving market strategies, and promoting Malaysian heritage dishes internationally through innovative food technology.