This research was conducted to understand students' behavior related to the use of online food delivery services when purchasing food via an online platform at a local university in Dungun, Terengganu. The chosen university is situated in a rural district in Terengganu. The motives behind the usage of online food delivery services among university students from rural areas are still unclear so far. Hence, this study worked to fill this gap by examining the factors that determine the intention to use online food delivery services. Using the convenience sampling approach, 360 students were contacted through social media platforms and the link to the google form was distributed to them upon their approved consent. Data were subjected to obtain descriptive statistics data and inferential statistical analysis such as correlation analysis and multiple regression analysis was carried out. The findings concluded that flexible payment becomes the strongest predictor influencing intention to use online food delivery followed by convenience motivation, price saving, and time saving factors. These findings may be beneficial to the food service provider to improve their online food delivery service to offer better service to customers, especially university students.

Ethnic restaurant has been recognized as one of the fastest growing food outlets in Malaysia. One of the most successful ethnic restaurants found in Malaysia is Indian Muslim or popularly known as Mamak restaurant. Since early 2000, Indian Muslim restaurants are known for their 24 hours’ of food business operation as well as the various food business operation models including cafeteria and table service styles. However, until today, scholars keep discussing and exploring the concept of Indian Muslim restaurant. It was also found that limited number of attention and detail are given by scholars on the core concept of ethnic restaurant especially the case of Indian Muslim restaurant in West Malaysia. Therefore, using existing literature and systematic observation, this study aims to explore and critically discuss the core features of Indian Muslim restaurant in West Malaysia within the concept of ethnic restaurant. From the content analysis, this study has discovered that menu item (i.e. the name of food and drinks), staff (i.e. ethnicity and physical appearance), and cooking style have significant contributions to uplift the identity of Indian Muslim restaurant. These features not only define Indian Muslim restaurant but also act as the core business attraction as well as strengthen a better understanding on the idea and concept of Indian Muslim restaurant especially in West Malaysia. In addition, the decoration of restaurant such as the choice of interior and exterior colors (i.e. mainly blue and green), wearing ‘Songkok’ (i.e. male Muslim hat) and hijab (i.e. waitress), and displaying wall frames that contain Arabic calligraphic on every corner of restaurant wall signify the notion of Islam and Halal among the Muslim customers. This an example of a Muslim Friendly Restaurant (MFR) concept within a combination framework of ethnic and religious. In summary, this study concludes that beyond serving a plate of food, Indian Muslim restaurant in West Malaysia also educates their customers and publics to learn and appreciate the uniqueness of the concept of ethnic itself. Keywords: Educating; West Malaysia; Ethnic, Restaurant Concept, Indian Muslim

Nowadays, consumers are well educated, diverse and technological-savvy thus it is a challenge to marketers to attract consumers' attention. Celebrity endorsement has been used to build credibility of the product, make the brand stand out, and open up new markets. Despite that, it is costly and during endorsement period, celebrity image could shine or tarnish the brand of the product. Thus, the study primarily investigates how consumers' perception and attitudes towards celebrity endorsement influence their purchase intention of celebrityendorsed food and beverage products in Kuala Lumpur. Survey by mean of self-administered questionnaire through purposive sampling was conducted among 120 respondents, in selected area in Kuala Lumpur. The data collected were then analysed to obtain descriptive statistic, correlation, and multiple linear regression. Purchase intention of celebrity-endorsed food and beverage products was found to be influenced by consumers' perception and attitudes. The finding indicated that positive perception and attitudes of consumers towards food products with endorsement could encourage repurchases. Food manufacturing companies could consider having celebrity endorsements for their products.

The main objective of this study is to determine the consumers' knowledge, attitude, consumptions, and purchase intention towards green foods in Kajang, Selangor. Additionally, the present study determines the level of knowledge about green foods among the consumers. It also determines the factors that may influence consumers to eat green foods; and examines the association between consumers demographic profiles and their knowledge on green food, attitude, and purchase intention. Consumers who are in the age group of 20 years old and above and shopped green foods in hypermarkets have been chosen as sample for this study. Data are collected by using self-administered questionnaire that is structured into five parts to include the demographic profile, consumers' knowledge on green foods, consumers' attitude towards green foods, consumers' consumption towards green foods, and consumers' purchase intention towards green foods. The collected data was then analysed by using SPSS software. The total number of respondents for this study are N=170. Based on the survey, the frequency of green food consumption by most consumers is at least once within a week. Most of them have good knowledge, positive attitude, and purchase intention towards green foods. Nevertheless, their consumption of green foods is still at average level.