Conceptual paper: Malaysian youth’s perception and consumption behaviour of
roasted chicken products towards a better quality of life

Malaysian youth have a limited understanding of how to choose nutritious foods. Chicken
products, both fried and roasted, are popular among Malaysians but fried chicken is
consumed at a higher rate compared to roasted chicken. When purchasing ready-to-eat
chicken products, youth must be prudent to choose healthier cooking method such as
roasting method over chicken prepared with deep-fried cooking method. Many articles
have been written regarding the health benefits of eating chicken cooked with moist heat
method. However, in Malaysia, the health benefits of roasted chicken have not been
thoroughly investigated. As a result, the purpose of this study was to look at consumer
perception, which includes both internal and external aspects, as it relates to youth's use of
roasted chicken goods to improve their quality of life. Aside from that, it was highlighted
in the literature that there is currently insufficient empirical evidence in describing how
young's perception and consumption of roasted chicken products will help youth enhance
their quality of life. This study's participants will be young people who buy roasted
chicken products often, at least 5 times per week. Prior to the interview, screening
questions will be used to determine the youth's purchase preferences for roasted chicken
goods. This study's data will be analysed utilizing a mixed-methods approach that includes
both interviews and surveys. According to prior research, respondents' internal factors,
such as personal and psychological factors, as well as exterior factors, such as cultural and
societal factors, will influence their purchase decisions. In addition, roasted chicken
products would improve youth’ quality of life because they are cooked at a lower
temperature, use less oil, contain fewer saturated fatty acids, and have a higher protein
content than fried chicken products. These findings are expected to encourage people to
choose healthier diets over fried dishes. Perhaps Malaysians' health will improve, and
their quality of life will increase as a result.