Preference factors for palm oil consumption in Malaysia: An empirical study of Putrajaya consumers

Although threatened by on-going anti-palm oil campaigns at the international level palm oil continues to be a popular source of cooking or edible oil in Malaysia. This study examines factors influencing the preference of 54 palm oil consumers in Putrajaya. Results of the quantitative analysis of the primary data indicated that 90 per cent of the consumers opted for the palm oil because of brand popularity, affordable prices, nutritious and quality ingredients, and promotional drives of the edible oil manufacturers. These findings may serve as practical guidelines for subsequent development policies and strategies of Malaysia’s palm oil industry.