Determinants of Consumer Utilization of Coconut Oil in Myanmar: A Quantitative Analysis of the Mya Zin Yaw Business Case

This study examines how perceived safety, product versatility, and continuous availability influence consumer utilization of coconut oil in Myanmar, using Mya Zin Yaw Coconut Oil Business as a bounded case. It responds to limited Myanmar-specific research on coconut oil as a multi-use product used in cooking, hair care, skin care, personal care, and household routines.
A quantitative survey was administered through Google Forms. Of 345 responses, 286 from previous users of Mya Zin Yaw coconut oil were included in the inferential analysis. The constructs were measured with five-point Likert-scale items, and the data were analyzed using reliability tests, descriptive statistics, Pearson correlation, and multiple regression.
All three determinants had positive and significant effects on coconut oil utilization, and the model explained 40.6% of the variance. Perceived safety was the strongest predictor, followed by product versatility and continuous availability. The findings extend consumer-behavior research by treating coconut oil as a multi-use product and suggest that local producers should strengthen safety assurance, communicate practical uses clearly, and maintain reliable distribution.

Coconut oil utilization; Perceived safety; Product versatility

1. Ahuja, S. C., Ahuja, S., & Ahuja, U. (2014). Coconut: History, uses, and folklore. Asian Agri-History, 18(3), 221–248. https://www.asianagrihistory.org/pdf/articles/coconut-18-3.pdf [Google Scholar] [Crossref]

2. Bajacan, G. P. R., Ong, A. K. S., Diaz, J. F. T., Cahigas, M. M. L., & Gumasing, M. J. J. (2025). Consumer preference analysis on medium chain triglycerides (MCT) oil in the Philippines: A conjoint analysis. Future Foods, 12, 100721. https://doi.org/10.1016/j.fufo.2025.100721 [Google Scholar] [Crossref]

3. Central Statistical Organization. (2024). Myanmar agricultural statistics (2014–2015 to 2022–2023). Ministry of Planning and Finance. https://www.csostat.gov.mm/FileUpload/cso/FileDownload/Myanmar%20Agricultural%20Statistics%20%282014-2015%20to%202022-2023%29.pdf [Google Scholar] [Crossref]

4. Chue Htet Hnin, Theingi Myint, Thi Thi Soe, Moh Moh, & Cho Zin Win. (2021). Edible oil in the market, Nay Pyi Taw, Myanmar: Types, brands, market prices and consumer preferences. Food and Fertilizer Technology Center for the Asian and Pacific Region, Agricultural Policy Platform. https://ap.fftc.org.tw/article/2928 [Google Scholar] [Crossref]

5. Dijendragowda, S. P., Mahendran, K., Hemalatha, S., Muralidharan, C., & Pangayar Selvi, R. (2023). A study on consumer profile and preference for virgin coconut oil in Bangalore City. Asian Journal of Agricultural Extension, Economics & Sociology, 41(10), 102–109. https://doi.org/10.9734/AJAEES/2023/v41i102147 [Google Scholar] [Crossref]

6. Directorate of Investment and Company Administration. (2026). Entity profile: Mya Zin Yaw Coconut Oil Business. Myanmar Companies Online. https://www.myco.dica.gov.mm/Corp/EntityProfile.aspx?id=102e7b30-2292-4680-b116-300a39ee0cd7 [Google Scholar] [Crossref]

7. Frewer, L. J., de Jonge, J., & van Kleef, E. (2007). Consumer perceptions of food safety. In Y. L. G. Verhasselt, B. P. Mansourian, A. M. Wojtczak, B. M. Sayers, J. Szczerban, A. P. R. Aluwihare, N. P. Napalkov, G. W. Brauer, A. M. Davies, S. M. Mahfouz, M. R. G. Manciaux, & A. A. Arsta (Eds.), Medical sciences: Encyclopedia of Life Support Systems (EOLSS) (pp. 1–22). EOLSS Publishers. https://books.google.co.th/books?hl=en&lr=&id=39fCDAAAQBAJ&oi=fnd&pg=PA51&dq=Consumer+perceptions+of+food+safety [Google Scholar] [Crossref]

8. Giacalone, D., & Jaeger, S. R. (2016). Better the devil you know? How product familiarity affects usage versatility of foods and beverages. Journal of Economic Psychology, 55, 120–138. https://www.sciencedirect.com/science/article/pii/S0167487016000180 [Google Scholar] [Crossref]

9. Helgi Library. (2026). Coconut production in Myanmar. https://www.helgilibrary.com/indicators/coconut-production/myanmar/ [Google Scholar] [Crossref]

10. Kamboj, S., Matharu, M., & Gupta, M. (2023). Examining consumer purchase intention towards organic food: An empirical study. Cleaner and Responsible Consumption, 9, 100121. https://www.sciencedirect.com/science/article/pii/S2666784323000220 [Google Scholar] [Crossref]

11. Khin Si Win, & Aye Mi San. (2019). A study on the processing of coconut products. Dagon University Research Journal, 10, 166–172. https://www.dagonuniversity.edu.mm/wp-content/uploads/2019/08/014-IC-Khin-Si-Win-Dr-1.pdf [Google Scholar] [Crossref]

12. May Oo Khine, & Myat Myat Moe. (2020). Antioxidant activity and detection of wedelolactone in extracts of Eclipta alba L. 3rd Myanmar Korea Conference Research Journal, 3(2), 437–445. https://www.dagonuniversity.edu.mm/wpcontent/uploads/2020/06/May-Oo-Khing-1.pdf [Google Scholar] [Crossref]

13. May Theingi, Theingi Myint, Thi Thi Soe, Moh Moh, & Cho Zin Win. (2021). Does Myanmar have sufficient edible oil production? Food and Fertilizer Technology Center for the Asian and Pacific Region, Agricultural Policy Platform. https://ap.fftc.org.tw/article/2936 [Google Scholar] [Crossref]

14. May Ther Htar, Theingi Myint, Thi Thi Soe, Moh Moh, Yin Nyein Aye, Chue Htet Hnin, & Htet Marlar Aye. (2022). Edible oil in the markets in Myanmar: Types, brands, market prices and consumer preferences. Food and Fertilizer Technology Center for the Asian and Pacific Region, Agricultural Policy Platform. https://ap.fftc.org.tw/article/3103 [Google Scholar] [Crossref]

15. Myanmar Yellow Pages. (2026). Mya Zin Yaw. https://myanmaryellowpages.biz/company_detail/13360/225 [Google Scholar] [Crossref]

16. Nardi, V. A. M., Teixeira, R., Ladeira, W. J., & Santini, F. O. (2020). A meta-analytic review of food safety risk perception. Food Control, 112, 107089. https://www.sciencedirect.com/science/article/pii/S0956713520300050 [Google Scholar] [Crossref]

17. Pwint Hay Marn Aung, Myat Lin, Saw Hto Lwe Htoo, & Kyi Moe. (2022). Extraction of virgin coconut oil from dehydrated coconut meat using mechanical screw press. International Journal of Scientific and Research Publications, 12(7). https://www.researchgate.net/publication/362548038_Extraction_of_Virgin_Coconut_Oil_from_Dehydrated_Coconut_Meat_using_Mechanical_Screw_Press [Google Scholar] [Crossref]

18. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159–170. https://doi.org/10.1016/0148-2963(91)90050-8 [Google Scholar] [Crossref]

19. Steinhart, Y., Mazursky, D., & Kamins, M. A. (2013). The process by which product availability triggers purchase. Marketing Letters, 24(3), 217–228. https://doi.org/10.1007/s11002-013-9227-4 [Google Scholar] [Crossref]

20. van Rijswijk, W., & Frewer, L. J. (2008). Consumer perceptions of food quality and safety and their relation to traceability. British Food Journal, 110(10), 1034–1046. https://www.emerald.com/bfj/article-abstract/110/10/1034/47930/Consumer-perceptions-of-food-quality-and-safety [Google Scholar] [Crossref]

21. Weerasinghe, W. A. R. N., & Malkanthi, S. H. P. (2022). Consumer buying behavior of coconut oil: A case of the Homagama DS Division in Sri Lanka. Contemporary Agriculture, 71(3–4), 203–211.https://doi.org/10.2478/contagri2022-0027 [Google Scholar] [Crossref]

22. Wijnands, J. H. M., Biersteker, J., Hagedoorn, L. F., & Louisse, J. (2014). Business opportunities and food safety of the Myanmar edible oil sector. Wageningen UR Food & Biobased Research. https://www.researchgate.net/publication/270277775_Business_opportunities_and_food_safety_of_the_Myanmar_edible_oil_sector [Google Scholar] [Crossref]

23. Wu, W., Zhang, A., van Klinken, R. D., Schrobback, P., & Muller, J. M. (2021). Consumer trust in food and the food system: A critical review. Foods, 10(10), 2490. https://doi.org/10.3390/foods10102490 [Google Scholar] [Crossref]

24. Yangon Directory. (2025). Mya Zin Yaw. https://www.yangondirectory.com/listing/mya-zin-yaw-l00205697.html [Google Scholar] [Crossref]

• An Empirical Investigation of the Determinants of Consumer Intention to Adopt Self-Service Technologies in the Malaysian Hospitality Sector
• Examining the Effects of Perceived Usefulness, Perceived Ease of Use, Shopping Orientation, and Online Trust on Online Purchase Intention
• The Role of Influencing Factors on Brand Marketing Performance: A Case Study of Le Labo
• Consumer Purchasing Behavior for Remanufactured Electronic Products from Online Channels and Influencing Factors
• An Extended Technology Acceptance Model (TAM) Perspective on Customer Loyalty in Digitalized Beverage Markets