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Keywords: Korean food
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers 1–18.
Published: 17 September 2026
...Nur Nadhirah Zaini Purpose This study aims to examine how psychological factors influenced by the Korean wave (Hallyu), specifically idol attachment and fanaticism, influence the opinions and intentions of Malaysian Gen Z consumers to consume Korean food. Within the framework of planned behaviour...
