Article Per Year (5 Year)
p-Index From 2021 - 2026
0
P-Index
This Author published in this journals
All Journal Journal of Sustainable Tourism and Entrepreneurship
Nur Nisaa Ahmad
Faculty of Food Science and Technology, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The understanding of food fraud among consumers in Klang Valley, Malaysia Nur Nisaa Ahmad; Siti Nurhayati Khairatun
Journal of Sustainable Tourism and Entrepreneurship Vol. 2 No. 1 (2020): September
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/joste.v2i1.355

Abstract

Purpose: This study aimed to understand food fraud awareness and understanding from the Malaysian consumers' perspective. Research methodology: Five face-to-face in-depth interviews using random purposive sampling were administered to obtain insights into Malaysian consumers' multiple realities. A peer review with an expert in quality control of the food supply chain was done to increase data trustworthiness and validate the findings. Results: The findings indicated that awareness about food fraud among Malaysian consumers is relatively low. As consumers do not have the ability and necessary tools to evaluate food fraud, regulatory authority, certification bodies, and trade associations are responsible for protecting food integrity by mitigating food fraud. Limitations: The study was self-funded and conducted in Klang Valley, Malaysia. Due to that, no generalization can be made from the data. Contribution: This outcome can be used as a knowledge base for policymakers and trade industries in regulating the sustainability and integrity of the food industry, particularly for consumer outreach programs in disseminating accurate technical knowledge of food to the public. Keywords: Food industry, Food inspection, Consumers education, Consumer protection, Consumer awareness, Food consumption
Co-Authors Siti Nurhayati Khairatun