55. Who Consumes Fresh Fruits in Malaysia? Analysis on Socio-demographic Influence

This paper highlights the socio-demographic factors influencing Malaysian households on their consumption of fresh fruits in general and tropical fresh fruits in particular. The data used is the national household expenditure survey data for the period of 2009/2010. Fresh fruit choices of households indicate high preference for temperate fruits and tropical fruits that are partially imported. An ordinary least squares regression estimate indicates that fresh fruit purchases are significantly and positively influenced by an elderly household head, number of members in a household, level of education of household head, an urban household and household located in the East Coast region of Peninsular Malaysia. Further estimation is carried out using the binary logistic regression model on those preferring tropical fresh fruits among fresh fruit buyers. Results indicate similar findings on regional factor. Tropical fresh fruit consumption is also affected by age of household head, number of people in a household and household head being a male and a blue-collar worker. White-collar workers and urban dwellers, particularly those in the Central and Southern regions, are less likely to purchase tropical fresh fruits. Policies should consider the above socio-demographic factors if the local fresh fruit industry is to be successfully promoted.