Regulatory impact analysis roles for agricultural products` qualities: Customers` perspectives for sustainability entrepreneurship

The purpose of this study is to contribute to the emerging agro- entrepreneurship empirical literature from the Malaysian regulatory impact analysis context. Therefore, this study explicitly provides an empirical analysis of the regulatory impact assessment based on consumers` perceptions. In line with the purpose of the study, we applied a quantitative approach through a survey questionnaire for the aim of generating data from the central, south, and east coast Malaysian consumers` opinions. Consequently, we found that the majority of the respondents had little knowledge of the impact of grading, packaging, and labelling (GPL). Furthermore, the study established that over two-thirds of the customers always check the label of the products they intend to purchase. The majority of the consumers were also concerned with the Halal label when purchasing products.