Consumer acceptance of innovation in traditional foods among undergraduates’ student

The research study analyzes consumer acceptance of innovation in traditional foods among undergraduate students and investigates the relationship between consumer acceptance knowledge, attitude, and practice. A questionnaire-based survey was done with 384 Malay traditional cuisine consumers. The data was analyzed using descriptive and correlation analysis. The findings demonstrated that among the three factors substantially connected to customer approval, attitude had the largest association, while perception had the least relationship. The study's implications and recommendations were presented to future scholars.
Keywords: Consumer Acceptance, traditional food innovation, knowledge, attitude, practice among Undergraduates student