Chen, Brian Tzee Yuuen (2026) Analysing cultural influences on eating behaviours through the theory of planned behaviour: a study of urban Malay university youths in Malaysia. Doctoral thesis, Sunway University.
Full text not available from this repository.Abstract
This phenomenological qualitative study investigates how culture shapes eating behaviours amongst urban Malay university youths in Malaysia which is triggered by the rise of non-communicable disease such as obesity that are linked to poor dietary habits. Although prior research has examined eating behaviours of youths, the cultural dimensions underlying these behaviours remain underexplored. While existing studies indicate positive attitudes toward healthy eating, a persistent gap exists between intention and behaviour especially among urban Malay university youths. To explore this gap, the Theory of Planned Behaviour (TPB) was adopted as a guiding framework. However, TPB alone provides limited capacity to account for deep-seated cultural influences on behavioural intentions. This study therefore integrates Schein’s model of cultural elements to extend TPB and reveal how underlying values, beliefs, and social norms interact with behavioural constructs. The research was conducted in two main stages. Phase one consisted of four focus group discussions involving 26 participants and phase two comprised of two rounds of one-to-one interviews with 24 of the remaining participants from phase one, totalling to 48 interviews. Data were analysed thematically using NVivo to identify recurring cultural patterns within five domains: the significance of food, drivers of food choice and restraint, perceptions of body image and health, commensality and eating behaviours, and external pressures to overeat or under-eat. Findings reveal a complex cultural ecosystem that helps explain the intention behaviour gap of food choices amongst urban Malay university students. Firstly, food holds deep emotional, symbolic and social meanings, producing tensions between traditional practices and modern health ideals. Secondly, socio-economic contexts, peer expectations and hybridised cultural practices further shapes food decision making, while gendered values heighten body image concerns. Thirdly, festive and communal dining fosters belonging but can also encourage overeating due to relational and cultural obligations such as jaga hati (the expectation to maintain harmony by prioritising feelings of others). By integrating TPB with Schein’s model of culture elements, this study proposes a cyclical framework that illustrates how cultural undercurrents continuously shape food related attitudes, norms and perceived control. The findings of this study solidify the importance of developing culturally sensitive health interventions that resonate with the lived realities of urban Malay university youths.
| Item Type: | Thesis (Doctoral) |
|---|---|
| Uncontrolled Keywords: | eating behaviours; urban Malay youths; cultural influences; Ajzen’s Theory of Planned Behaviour; obesity |
| Subjects: | G Geography. Anthropology. Recreation > GT Manners and customs |
| Divisions: | Sunway University > School of Hospitality and Tourism Management [formerly School of Hospitality and Service Management; until 14 March 2025; School of Hospitality until 2020] |
| Depositing User: | Ms Yong Yee Chan |
| Date Deposited: | 27 Jul 2026 03:49 |
| Last Modified: | 27 Jul 2026 03:49 |
| URI: | http://repository.sunway.edu.my/id/eprint/3564 |
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