Sustainability of Traditional Food Entrepreneurs Amid Covid-19 Pandemic

This study aimed to explore the impact of the COVID-19 pandemic towards local entrepreneurs in Malaysia. The key informants for the qualitative method are local entrepreneurs who sold traditional food listed under national food heritage from the states of Selangor and Sabah. Twenty informants from Sabah and Selangor states are then selected for the interviews. The informants are from various background local entrepreneurs. Open-ended semi-structured questions were developed and used in the interview to obtain in-depth and detailed information. The interview findings are then transcribed and transformed into themes and coded items. The transcribing process uses categorisation, coding, and evaluation as analytical tools. From the analysis, one theme emerged. The theme identified is sustainability (coded: adaptation to technology). Entrepreneurs from both states must adapt to the changes due to the COVID-19 pandemic by implementing new methods to sustain their businesses. The willingness and awareness of new technology, such as social media and online selling platform, vary based on the demographic background of the informants as they have to relearn and adapt to the current trends.