The impact of sensory cues and demographic characteristics on consumers' online food shopping behavior


  • Nur Alya Nasuha Sakri Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam
  • Aslinda Mohd Shahril Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam
  • Chemah Tamby Chik Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam
  • Meylani Tuti Department of Management, Universitas Asa, Indonesia



In Malaysia, meal delivery systems have proliferated after the COVID-19 outbreak. There is a growing trend among consumers to transition from purchasing food in-store at restaurants to placing orders online via food applications. Notwithstanding the surge in digital food sales, internet consumers continue to desire the tactile encounter offered by eateries. The transition from dining in restaurants to purchasing food online presents considerable challenges for food companies attempting to comprehend consumer behaviour about online food purchases. Thus, the effect of sensory cues on online food purchases is investigated in this study. Furthermore, this study explores the association between online food consumption and sensory cues, in addition to investigating the relationship between consumer behaviour and demographic variables such as age, gender, income, and employment status. A quantitative survey of 359 online food purchasers from the Klang Valley was undertaken. SPSS was employed to perform an empirical analysis of the correlations that were identified. Analysis using linear regression revealed that sensory cues impact the purchasing decisions of consumers. Additionally, age and wealth were found to have an impact on consumer purchasing behaviour, but gender and employment were found to have a negative influence. The insights derived from these studies have the potential to aid food producers in the formulation of effective marketing strategies that are tailored to individual customer profiles and sensory preferences. As a result, this could enable them to meet the evolving needs of online food consumers.

Author Biographies

Nur Alya Nasuha Sakri, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam

Nur Alya Nasuha Sakri is a student in the Department of Hotel Management, Faculty of Hospitality and Tourism Management at UiTM Puncak Alam Selangor, Malaysia. Her main research areas are sensory cues and digital marketing. She can be reached through her email at

Aslinda Mohd Shahril, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam

Aslinda Mohd Shahril is an associate professor in the Department of Hotel Management, Faculty of Hospitality and Tourism Management at UiTM Puncak Alam Selangor, Malaysia. (ORCID: Her main research areas are service marketing, strategic marketing, service operation, sensory marketing and consumer behavior. She can be reached through her email at

Chemah Tamby Chik, Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Puncak Alam

Chemah Tamby Chik is a professor in the Department of Foodservice Management, Faculty of Hospitality and Tourism Management at UiTM Puncak Alam Selangor, Malaysia. (ORCID: Her main research activities are in food quality, foodservice management, food safety, and sensory evaluation. She can be reached through her email

Meylani Tuti, Department of Management, Universitas Asa, Indonesia

Meylani Tuti is an associate professor in the Department of Management, at Universitas Asa, Indonesia (ORCID: Her research interests are in marketing, service operation and consumer behavior. She can be contacted through her email at


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How to Cite

Sakri, N. A. N., Mohd Shahril, A. ., Tamby Chik, C., & Tuti, M. . (2024). The impact of sensory cues and demographic characteristics on consumers’ online food shopping behavior. Journal of Emerging Economies and Islamic Research, 12(1), 594.