Food consumption behaviour has been known to be complex since there are multiple factors that could affect decision-making process (Vabo & Hansen, 2014). However, despite being mostly comfortable with their customary food choices, consumers today are willing to explore different flavored and culturally diverse food to satisfy their changing preferences. As a result, ethnic food is found to be an evolving trend in recent times and continues to blend into mainstream menus in most of the restaurants in the West (National Restaurant Association, 2015). Although ethnic food in western countries is receiving great popularity among consumers, the same cannot be said in Southeast Asian context. Specifically, the awareness and acceptance of ethnic food in Malaysia has yet to be looked into. Despite becoming more aware of food consumption from the perspectives of nutrition, health and safety (Teng, Rezai, Mohamed & Shamsudin 2014), how Malaysians perceive ethnic food and what attracts or motivates them to consume it remains largely inconclusive. Being the fourth largest ethnic group but the largest indigenous group in Malaysia, and the largest in Sarawak (Department of Statistics, 2012), the Dayaks hold Bumiputra status and embody a significant part of culture and heritage of the country. Nevertheless, little is done to date on understanding consumer behavioural intention towards consuming Dayak food.
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