Consumption Pattern on Fruits and Vegetables among Adults: A Case of Malaysia

Khairunnisa Izzati Othman; Muhammad Shahrim Ab Karim; Roselina Karim; Noranizan Mohd Adzhan; Nurhasmilaalisa Abd Halim

Authors

Khairunnisa Izzati Othman Department of Food Service and Management, Faculty of Food Science and Technology, Universiti Putra Malaysia, 43400 Serdang, Selangor, Malaysia
Muhammad Shahrim Ab Karim Department of Food Service and Management, Faculty of Food Science and Technology, Universiti Putra Malaysia, 43400 Serdang, Selangor, Malaysia
Roselina Karim Department of Food Technology, Faculty of Food Science and Technology, Universiti Putra Malaysia, 43400 Serdang, Selangor, Malaysia.
Noranizan Mohd Adzhan Department of Food Technology, Faculty of Food Science and Technology, Universiti Putra Malaysia, 43400 Serdang, Selangor, Malaysia.
Nurhasmilaalisa Abd Halim Department of Food Service and Management, Faculty of Food Science and Technology, Universiti Putra Malaysia, 43400 Serdang, Selangor, Malaysia

Abstract

The increasing growth of expenditure on fruits and vegetables in Malaysia is related to the consumers’ health awareness and increasing spending power. However, the consumption pattern on fruits and vegetables in Malaysia is still very low in comparison with other countries. Hence, this study aims to explore fruits and vegetables purchasing behavior and its consumption pattern in Malaysia. The research was conducted among adults by using quantitative approach. Self-administered questionnaires were distributed among 1200 respondents in seven selected cities around Malaysia. Eventually, the outcomes indicated that fruits like apple, orange, banana, watermelon and papaya were the most preferred fruits; meanwhile vegetables such as chili, cabbage, cucumber, leaf mustard, tomatoes and water convolvulus were most favorable to consume by adults. Moreover, quality and nutritional contents in the fruits and vegetables set as priority factors for respondents when they were shopping for it at the markets. In conclusion, the findings will beneficially provide information for marketers to plan better promotional strategies to increase fruits and vegetables consumption among adults in Malaysia.

DOI: 10.5901/ajis.2013.v2n8p424