Academy of Entrepreneurship Journal Volume 27, Issue 4, 2021 1 1528-2686-27-4-580 Citation Information: Yaccob, M.R., Hamzah, Z., Rak, E.A., Zakaria, N. M., Ismail, M., Rahim, R.M.A., Nuh, R., Hassan, F., & Khalique, M. (2021). ETAK SALAI”, the heritage food of Kelantan–consumers’ consumption and buying behaviors. Academy of Entrepreneurship Journal (AEJ), 27(4), 1-9. “ETAK SALAI”, THE HERITAGE FOOD OF KELANTAN–CONSUMERS’ CONSUMPTION AND BUYING BEHAVIOURS Mohd Rafi Yaacob, Universiti Malaysia Kelantan Zulhazman Hamzah, Universiti Malaysia Kelantan Aweng Eh Rak, Universiti Malaysia Kelantan Mohd Nazri Zakaria, Universiti Malaysia Kelantan Mohammad Ismail, Universiti Malaysia Kelantan Rooshihan Merican Abdul Rahim, Universiti Malaysia Kelantan Ruslee Nuh, Prince Songkla University Pattani Campus Thailand Faizu Hassan, Malaysian Space Agency Muhammad Khalique, Universiti Malaysia Kelantan and Mirpur University of Science and Technology ABSTRACT This research examined consumers’ consumption and buying behavior pertaining Etak Salai (Smoked Etak) - the food heritage of the state of Kelantan. The results of the study provided a deeper insight into such consumption and behavior amongst consumers in the said state. This study involved 981 consumers, including eaters and non-eaters of the said clam from all 10 districts in Kelantan, the majority respondents were from Bachok, and Kota Bharu which constituted 70% of the total of the samples. As far as behaviors of consumers were concerned, this research found that the majority of respondents preferred eating Etak Salai as snack rather than as side-dishes, they usually bought 2 packs of it per visit from roadside stalls. Judging and weighing at the higher number of Etak eaters, 80% of the total samples and the way they ate and bought it, this industry is still viable, providing a steady income to those in the business. Arming with all the information pertaining to behavior of Etak consumers, this study concludes Etak Salai, the heritage food of Kelantan is here to stay. Keywords: Etak Salai (Smoked Etak), Heritage Food, Consumer’s Consumption and behaviours, Kelantan. INTRODUCTION Etak, which is locally pronounced as etok is signified as Kelantan’s heritage food and it has a long, unique history in the said state. Kelantanese for centuries had been eating smoked Etak regardless of their educational background, social and economic status. Currently, Etak stalls are located along the roadsides of the floodplain of Kelantan, especially in Kota Bharu, Pasir Mas, Tumpat and Bachok. The scientific name for Etak is Corbicula fluminea, one of the Asian Clam species shows as Figure 1 that can be harvested on the sandy and muddy riverbeds. The said species usually thrive at the border of river-and-sea in Malaysia and other countries Asia. In terms of gastronomy, Etak Salai or Smoke Etak which got its name from how it is