Consumers' perception towards meat substitution as a protein source in Kedah

Sustainable diets were not practiced in Kedah which might contribute to consumers' health problem. Over-consumption of meat gives impact to human health. The objective of this was to analyse the demographic of consumers' perception towards of meat substitution as a protein source. Next objective was to identify the most influence factor that contributes to the perception of consumers' towards meat substitution as a protein source. Questionnaire was developed based on knowledge, attitude and practice (KAP) survey model. It was distributed to 384 respondents in Kedah where convenience sampling method was used. Findings were analysed through Statistical Package for the Social Science (SPSS).The reliability of the questionnaire was identified by using Cronbach's Alpha test and the result was 0.895, and indicating acceptable. Descriptive analysis was used to analyse demographic profile of respondents which included gender, age, marital status, education level, religion, race and monthly income. Exploratory factor analysis revealed seven underlying factors for meat substitution items. From this study, the most influence factor of consumers' perception was (I) quality and marketing, (2) health concern, carbon footprint and animal welfare and (3) healthiness of food and environmental measure. These three factors accounted for 40.4% of variance explained. Understanding on the most influence factor would help meat substitute producers to make improvement on their meat substitute products.