Determinants of Attitudes and Beliefs of Children in Sabah about Food and Nutrition (Faktor Penentu Sikap dan Kepercayaan Kanak-Kanak di Sabah Mengenai makanan dan Pemakanan)

Objective – The paper discusses the empirical nature of some of the issues considered in the study that the authors do. Specifically, this paper analyzes the relation with the factors that determine food preferences among children in the state of Sabah, Malaysia. Various factors are expected to influence the types of food children have been taken into account factors including biology, psychology, attitudes and beliefs, economic and physical, social, family and peer environment. The role of the press were given special attention, especially in terms of the role of advertising. Methodology/Technique – A total of 804 respondents participated in this study consisted of children aged between 7-12 years. Findings –The study found that advertising plays an important role in determining food preferences of children in Sabah, Malaysia. Family and parental factors, lifestyle and peers also play a role no less important in influencing the attitudes and beliefs of children in the context of food and nutrition. Novelty – The findings of this study are useful to decision makers, related ministries and departments such as the Malaysian Communications and Multimedia Commission (MCMC) to control the types of advertisements that can be displayed as well as parents in the context of creating a family environment that helps to control food intake less harmful. Type of Paper: Empirical Kertas kerja yang bersifat empirik ini membincangkan sebahagian isu yang ditinjau dalam kajian yang penulis laksanakan. Secara khusus, kertaskerja ini mengupas berhubung dengan faktor-faktor yang menentukan pemilihan makanan dalam kalangan kanak-kanak di negeri Sabah, Malaysia. Pelbagai faktor yang dijangka mempengaruhi jenis makanan kanak-kanak telah diambilkira termasuklah faktor biologi, psikologi, sikap dan kepercayaan, ekonomi dan fizikal, sosial, persekitaran keluarga dan rakan sebaya. Peranan media turut diberi perhatian khusus terutama sekali dalam aspek peranan pengiklanan. Seramai 804 responden terlibat dalam kajian ini yang terdiri daripada kanak-kanak berumur dalam lingkungan 7-12 tahun. Kajian mendapati iklan memainkan peranan yang terpenting dalam menentukan pemilihan makanan kanak-kanak di Sabah, Malaysia. Faktor keluarga dan ibubapa, gaya hidup dan rakan sebaya turut memainkan peranan yang tidak kurang penting dalam mempengaruhi sikap dan kepercayaan kanak-kanak dalam konteks makanan dan pemakanan mereka. Jenis Kertas: Empirikal