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Abstract: Melicope ptelefolia (MP) is one of the alternative herbal resources which have a great potential to be marketed worldwide. Because of its exploratory nature, this study used qualitative research methodology, which is natural and highly interpretive in order to gain consumer insights. This preliminary qualitative study used an in-depth personal interview approach for data collection. Informants for this study were 30 regular consumers of MP, aged from 18 years old and above. From the findings, it is reported that MP had a slightly bitter taste, crunchy young leaves, pungent, and lemon-lime aroma. In terms of its physical characteristics, it is said that MP has trifoliate, green, thick, broad leaves and has small white and greenish flowers. Respondents have varying levels of awareness and knowledge regarding MP but most of them believed that medicinal products can be produced from this herb. Respondents also stressed the importance of scientific research to properly develop MP into medicinal products and turn it into alternative treatment that has commercial values in the market.
Keywords: Melicope ptelefolia, daun tenggek burung, herbs, herbal product, consumption pattern, purchase intention
Introduction
The practice of using medicinal plants started a long time ago and has been prevalent among the local rural communities especially the Malays, aborigines and others. The utilization of these natural resources could be classified into three main races and four sources (Latiff, 1989; Salleh, 1998) namely Malay village medicine (including the aborigine's medicine), Indian medicine (from India), Chinese medicine (from China) and other traditional medicine (by Javanese, Arabs, Europeans, etc). Even though medicinal plants have been known throughout the world, public awareness among the younger generations are still limited. The rapid population growth along with the increase in level of education has improved the awareness of people towards the need for a better health.
Melicope ptelefolia (MP) is a shrub locally known as "tenggek burung, pauh-pauh, medang beberas, cabang tiga, tapak itik and Javanese people called it sampang while Siamese called it as Uam, Sam Ngam (Shoji et al., 1989). MP grows wildly in open area, shrub edge, paddy field and turf areas of land and also grows well in peat and sulphate acid soil. Birds are main spreader of this plant. This plant is easy to grow and do...