Conceptual paper: Malaysian youth’s perception and consumption behaviour of roasted chicken products towards a better quality of life

Enthira P.T., . and Yusnita H., . and Azizulyadi Y., . and Asma' A., . and Siti Nur’afifah J., . (2022) Conceptual paper: Malaysian youth’s perception and consumption behaviour of roasted chicken products towards a better quality of life. Food Research (Malaysia), 6. pp. 249-256. ISSN 2550-2166

Malaysian youth have a limited understanding of how to choose nutritious foods. Chicken products, both fried and roasted, are popular among Malaysians but fried chicken is consumed at a higher rate compared to roasted chicken. When purchasing ready-to-eat chicken products, youth must be prudent to choose healthier cooking method such as roasting method over chicken prepared with deep-fried cooking method. Many articles have been written regarding the health benefits of eating chicken cooked with moist heat method. However, in Malaysia, the health benefits of roasted chicken have not been thoroughly investigated. As a result, the purpose of this study was to look at consumer perception, which includes both internal and external aspects, as it relates to youth's use of roasted chicken goods to improve their quality of life. Aside from that, it was highlighted in the literature that there is currently insufficient empirical evidence in describing how young's perception and consumption of roasted chicken products will help youth enhancetheir quality of life. This study's participants will be young people who buy roasted chicken products often, at least 5 times per week. Prior to the interview, screening questions will be used to determine the youth's purchase preferences for roasted chicken goods. This study's data will be analysed utilizing a mixed-methods approach that includes both interviews and surveys. According to prior research, respondents' internal factors, such as personal and psychological factors, as well as exterior factors, such as cultural and societal factors, will influence their purchase decisions. In addition, roasted chicken products would improve youth’ quality of life because they are cooked at a lower temperature, use less oil, contain fewer saturated fatty acids, and have a higher protein content than fried chicken products. These findings are expected to encourage people to choose healthier diets over fried dishes. Perhaps Malaysians' health will improve, and their quality of life will increase as a result.

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Abstract

Malaysian youth have a limited understanding of how to choose nutritious foods. Chicken products, both fried and roasted, are popular among Malaysians but fried chicken is consumed at a higher rate compared to roasted chicken. When purchasing ready-to-eat chicken products, youth must be prudent to choose healthier cooking method such as roasting method over chicken prepared with deep-fried cooking method. Many articles have been written regarding the health benefits of eating chicken cooked with moist heat method. However, in Malaysia, the health benefits of roasted chicken have not been thoroughly investigated. As a result, the purpose of this study was to look at consumer perception, which includes both internal and external aspects, as it relates to youth's use of roasted chicken goods to improve their quality of life. Aside from that, it was highlighted in the literature that there is currently insufficient empirical evidence in describing how young's perception and consumption of roasted chicken products will help youth enhancetheir quality of life. This study's participants will be young people who buy roasted chicken products often, at least 5 times per week. Prior to the interview, screening questions will be used to determine the youth's purchase preferences for roasted chicken goods. This study's data will be analysed utilizing a mixed-methods approach that includes both interviews and surveys. According to prior research, respondents' internal factors, such as personal and psychological factors, as well as exterior factors, such as cultural and societal factors, will influence their purchase decisions. In addition, roasted chicken products would improve youth’ quality of life because they are cooked at a lower temperature, use less oil, contain fewer saturated fatty acids, and have a higher protein content than fried chicken products. These findings are expected to encourage people to choose healthier diets over fried dishes. Perhaps Malaysians' health will improve, and their quality of life will increase as a result.

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Item Type:	Article
AGROVOC Term:	consumption
AGROVOC Term:	cooking methods
AGROVOC Term:	youth
AGROVOC Term:	quality of life
AGROVOC Term:	consumer behaviour
AGROVOC Term:	chickens
AGROVOC Term:	diet
Geographical Term:	Malaysia
Depositing User:	Mr. Khoirul Asrimi Md Nor
Date Deposited:	27 Feb 2026 07:50
Last Modified:	27 Feb 2026 07:50
URI:	http://webagris.upm.edu.my/id/eprint/3505

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