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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.

Traditional food was closely associate with food heritage has become a significant role in the life of society. A study examines how far Malaysian knows about their food heritage identity. A total of 500 respondents located in Klang Valley participate in this study. Findings showed that food heritage been defined as traditional food. There is a significant relationship between genders with the definition of food heritage; the association of food heritage questions. The overall finding revealed that respondent understand the definition, the criteria's and type of traditional food associated with food heritage.

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Traditional food represents the cultural identity that becomes income sources for Small and Mid-size enterprises (SMEs) entrepreneurs in Sabah. The sudden presence of the COVID-19 since March 2020 has impacted traditional food entrepreneurs. This research examines what strategies SMEs entrepreneurs are implementing. Factor Analysis is used to analyse 21 parameters of a new norm for the traditional food business. This study succeeded in developing three dimensions: enhancing existing business, new norm business and improving business skills. Entrepreneurs need to prepare strategies to meet new business norms. Support from the government and various agencies is required to enhance SME entrepreneurs' business capabilities. Key Words; Traditional Food, SMEs, Covid-19, New norms eISSN: 2398-4287© 2021. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians/Africans/Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v6i16.2667