Influential factors on consumer intention of instant noodle consumption: Evidence from Kelantan Malaysia

Abstract The instant food market, particularly instant noodles, has gained considerable traction worldwide over time. Previous literature has revealed that consumers’ convenience-seeking lifestyles, diverse tastes, etc. are essential parameters driving instant noodle consumption. Instant noodles are pre-cooked noodles offering quick meal solutions. The Asia Pacific region dominates instant noodle consumption. The association between instant noodles and food security is complex and can be a double-edged sword. An excessive craving for instant food without considering food distribution, food nutrition, etc., may jeopardize food security in no time. Evidence concerning dimensions sparking the instant noodle consumption intention among consumers in the context of Malaysia, especially East Coast Malaysia, is limited. Thus, the study aimed to explore the key factors influencing Kelantan consumer intention toward instant noodle consumption. A questionnaire survey was conducted, conveniently sampling data from 384 respondents from all 10 Kelantan districts without a sampling frame, which is adequate for conducting a factor analysis to explore the significant dimensions. The districts included Kota Bharu, Pasir Mas, Tumpat, Tanah Merah, Kuala Krai, Machang, Pasir Puteh, Bachok, Gua Musang, and Jeli. The questionnaire’s reliability was confirmed by Cronbach’s Alpha reliability test before data collection. Using the SPSS, the descriptive analysis summarized the respondents’ demographic characteristics. The factor analysis inferred six underlying factors, with “convenience, product attributes, and price perception” being the most significant, explaining nearly 40% variance explained. The findings represent a promising tipping point for meeting consumer needs among instant food marketers while safeguarding the nation’s food security and preventing a malnutrition crisis.