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

Abstract

ABSTRACT 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.