Malaysian Healthy Plate was launched in 2017 as a vital component of the Malaysian Ministry of Health's "Quarter-Quarter-Half" program. It is predicted that this concept will bring positive change to the citizen's dietary habits; however, the residents in rural areas may experience less exposure to this campaign, or lack of understanding to the concept of Malaysian Healthy Plate. Hence, this study aims to assess factors affecting the campaign's awareness among the rural population in Malaysia. The National Health and Morbidity Survey (NHMS) 2019 focused on Non-Communicable Diseases (NCDs). Data collection was carried out from July to September 2019. Questionnaires that pertained to awareness, knowledge, and practice were included in this nationwide survey. Data collected from adults in rural areas aged 18 years old and above were used as respondents for the statistical analysis. Complex sample multiple logistic regression analysis was conducted to determine the association between the independent variables and awareness of the Malaysian Healthy Plate concept. About four fifths (83.2%) of rural adults in Malaysia were unaware of the Malaysian Healthy Plate concept after three years of implementation. The unawareness was significantly higher in males (91.3%), adults aged above 60 years old (91.8%), adults of others ethnicity (88.5%), those without formal education (95.2%), widows/widowers/divorcees (88.1%), retirees/adults who were not working (88.4%), and household income at the bottom 40% (B40) (85.0%). Unawareness of this concept was significantly associated with male gender (aOR = 4.12; 95% CI: 3.06-5.56); age, 40-59 years (aOR = 1.46; 95% CI:1.08-1.97); without formal education (aOR = 3.47; 95% CI:1.34-9.01); working in private sector (aOR = 2.75; 95% CI: 1.59-4.77); self-employed (aOR = 2.78; 95% CI: 1.58-4.87); retirees (aOR = 2.32; 95% CI: 1.23-4.36); and unpaid workers (aOR = 2.61; 95% CI: 1.51-4.51). Awareness of the Malaysian Healthy Plate concept is associated with rural adults being males, with older age, with lower socio-economic status, without partner, and without job. This study suggests that a more effective strategy is needed to increase the awareness of the Malaysian Healthy Plate concept among rural adults.
Keywords: Malaysian Healthy Plate; adult; level of awareness; rural.