| Summary: | Local fruits have been recognized for their health benefits, as they contain vitamins, minerals and dietary fibre for the human body. Besides, consuming local food is essential to a healthy lifestyle in today's world, and everyone should be informed of and consume it. The objective of this research was to identify the factors affecting consumer’s decisions on local fruit consumption in Penang, Malaysia. The price, product of origin, colour and appearance, texture and income were identified as the main factors for consumer’s consumption of local fruits. A total of 414 respondents aged 15 years and above participated in the study. Both primary and secondary data were analyzed and tested using descriptive analysis and multiple linear regression analysis. Based on the study's findings, consumers' propensity to eat local fruit in Penang was influenced by all of the variables examined, with the exception of texture. This study was very useful to help farmers and retailers in identifying factors that attract consumers to consume local fruits as well as providing valuable follow-up actions that may further increase local fruit production. © 2023 The Authors.
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