Determinants of Food Heritage towards Food Identity

Many studies on traditional food and food products towards identity have been carried out, but there is insufficient study relating to heritage context. In exploring this issue, conceptual frameworks have developed and examined the relationship between the determinants of food heritage and food identity. A total of 898 self-administered questionnaires were collected from the public in Klang Valley area, Malaysia and using statistical analysis using partial least square-structural equation modeling (PLS-SEM) from PLS 3 software to established the validity and reliability of the model as well as the relationship between the two factors. Results revealed that there are eight construct determinants of food heritage and one construct of food identity that represent the conceptual model, and there is a moderate relationship between the two variables.© 2016. The Authors. Published for AMER ABRA by e-International Publishing House, Ltd., UK. Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies, Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.Keywords: Determinants; food heritage; food identity; PLS-SEM