Chetti Malacca: exploring millennials consumption intention of Peranakan Indian ethnic cuisine

• Published in: Asian Ethnicity
• Main Author: Ismail M.J.; Abdul Latip M.S.
• Format: Article
• Language: English
• Published: Routledge 2024
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85165449463&doi=10.1080%2f14631369.2023.2238620&partnerID=40&md5=b5a2648f12113d327c04612b9ddfe351

Chetti ethnic are the minority ethnic roots in Malacca, Malaysia. Despite their historical significance in the creation of Malaysia’s multi-ethnic culture, the Indian Peranakans (also known as the Chettis) are hardly recognised even among locals. Although millennials represent a significant market segment, there has been little research into their motives for eating ethnic food. Thus, this study examines factors influencing Chetti ethnic food consumption intention among millennials. A total of 400 questionnaires were received, and only 376 were valid for the study. Partial Least Square (PLS-SEM) was used to answer research questions. The findings showed that all variables had a significant relationship toward Chetti ethnic food consumption intention. This study subsequently serves as a guide for marketers, academicians and practitioners in connecting with their consumers by considering the elements that affect Malacca millennials’ consumption intention and gaining a better knowledge about Chetti ethnic food. © 2023 Informa UK Limited, trading as Taylor & Francis Group.