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Research Article Volume 14 Issue 1
Consumer knowledge and consumption pattern of chocolate in Malaysia
Norhayati Hussain, Engku Ahmad Imran Engku Ahmad Zaki, Afiah Mohamed Ghazali, Siti Fatimah Mohamad
Faculty of Food Science and Technology, Universiti Putra Malaysia, Malaysia
Received: November 26, 2025 | Published: January 2, 2026
Citation: Hussain N, Zaki EAIEA, Ghazali AM, et al. Consumer knowledge and consumption pattern of chocolate in Malaysia. MOJ Food Process Technol. 2026;14(1):1-11. DOI: 10.15406/mojfpt.2026.14.00332
Abstract
In terms of socio-demographic, women scored higher in attitudes to chocolate questionnaires than male with significant relationship between genders and chocolate consumption pattern. Limited studies on the patterns of local consumer consumption such as consumer preference for chocolate types, frequency of chocolate consumption and chocolate buying factor are carried out. The objectives of this study are to determine the knowledge of chocolate and emulsifier among consumer in Malaysia, to identify consumers’ chocolate consumption pattern and to assess the association between the knowledge on chocolate and emulsifier with the chocolate consumption pattern according to the socio-demographic profile. Online questionnaire using Google Form platform is used and validated with reliable Cronbach alpha obtained α=0.743. Half of the respondents (53.5%) had poor score on knowledge level about chocolate and emulsifier. On the other hand, most of consumers in Malaysia preferred milk chocolate (52.8%) the most compared to dark chocolate (35.8%) and white chocolate (11.4%). Craving and like the taste of chocolate are the significant factor (p< 0.05) affecting the chocolate consumption for age range and marital status of the Malaysia consumers. This study may benefit the local community to be more aware and knowledgeable regarding chocolate.
Keywords: Socio-demographic, emulsifier, dark chocolate, milk chocolate, online questionnaire
©2026 Hussain, et al. This is an open access article distributed under the terms of the, which permits unrestricted use, distribution, and build upon your work non-commercially.
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