Psychological Factors Affecting Universities’ Students Food Choice

There are several factors that determine food choices among students. In research of Eating Habit and Factors Affecting Food Choice of Adolescents Living In Rural Areas stated that food choice in general is a complex process which depends on culture and is influenced by different factors such as personal, social, economic and emotional. Environmental factors such as cost of food and availability of fast food also play an important role in determining the food choices. As such, a survey is conducted among University Technology Mara Malaysia graduates to determine factors that contribute to graduates preferences in determining food choices. The research is carried out with the aims of identifying and determining the psychological factors affecting the food choice of graduates. It is hope by determining these factors, the food industries will understand better the preference of graduates in catering to their needs and an establishment of understanding the factors contributing to the psychological of food preferences.