Understanding Value and Attitude of Generation Z on Indonesian Local Cuisine

Abstract

Indonesian local cuisines or local foods have tremendous varieties of ingredients and tastes. Despite its diversity, existing research on local cuisine consumption is developing but still limited. This study aims to scrutinize the value and attitude of generation Z on Indonesian local cuisines consumption. An online questionnaire was distributed and 288 valid responses were gathered for further analysis. Partial least square structural equation modeling (PLS-SEM) was employed to test the hypotheses. The results show that emotional, epistemic, and price values have significant effects on attitude. Theoretically, the results extend our understanding of the importance of customers' value in shaping their attitude in the local cuisine contexts. Practically, cuisine businesses should integrate the tested values factors in building customers' attitudes to achieve businesses competitiveness.