Generation Z's appetite for traditional food: unveiling the interplay of sustainability values as higher order construct and food influencers in Indonesia

Abstract

Promoting traditional food consumption has the potential to accelerate the achievement of sustainable goals since these foods are generally produced with natural local ingredients, are affordable and widely available, support local economies, and suit the tastes of many young Indonesians. This study aims to examine the unique interplay between sustainability value of traditional food as a higher-order construct, food influencer, hedonic attitude, utilitarian attitude and interest in traditional food consumption among Generation Z Indonesians within the framework of Stimulus-Organism-Response (S-O-R) and Value-Attitude-Behaviour (V-A-B) theories. This study analysed 1,292 valid questionnaire responses using Partial Least Squares Path Modelling through SMART-PLS 4 software. The results showed that despite having a significant influence, sustainability value and food influencers have a minimal effect on promoting traditional food consumption. Notably, the utilitarian attitude had a more prominent mediating effect than the hedonic attitude. To optimise the sustainable impact of traditional food consumption, policymakers are advised to educate young people more about the positive environmental impact of these foods through food influencers and other educational institutions. They should also collaborate with traditional food producers to carry out sustainable production but maintain their cost efficiency in production so that they can still provide meals that are affordable, satiating, and nutritious, following the utilitarian preferences of young consumers.