Preserving Terengganu's heritage food: how Malay traditional food packaging influences consumer purchase decisions?

This study examines how food packaging influences the younger generation's purchasing decisions regarding Traditional Malay foods, focusing on Terengganu's heritage cuisine. Packaging was considered for its functional role and as a medium to promote and preserve traditional foods among younger consumers. The research was conducted in Kuala Dungun and Kuala Terengganu, where 400 respondents completed a self-administered questionnaire. Data were analyzed using SPSS Version 29 through reliability testing and multiple regression analysis. The results showed that the model explained 40.8% (R² = 0.408) of the variance in consumer purchase decisions. Among the predictors, Design emerged as the strongest factor (β = 0.368, p = 0.001), indicating that visual appeal including color, shape, graphics, typography, and layout plays a key role in creating favorable first impressions. Material (β = 0.186, p = 0.001) and ease of use (β = 0.173, p = 0.001) were also significant, confirming that all hypotheses were supported. The findings of this study will contribute to efforts in preserving Terengganu’s traditional cuisine while supporting the growth and sustainability of Malaysia’s food industry.