Ang, Eng Chun and Mock, Shao Wen (2025) Sustainable food consumption: A perspective from Generation Z. Final Year Project, UTAR.
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Abstract
The study involves the examination of consuming sustainable food from the perspective of Gen Z in Malaysia, aiming to promote the adoption of sustainable food practices. The study utilizes the TCV, which encompasses 5 values. The data were gathered via questionnaire from 305 respondents. The data were analyzed using Smart PLS 4.1.1.4. From the findings, a substantial relationship occurred between functional, epistemic, and conditional value with sustainable food consumption. While the social and emotional value has been found to have a weak correlation with sustainable food consumption. The study further provides insights and understanding into encouraging sustainable food practices among young consumers in Malaysia. Keywords: Theory of consumption value (TCV); sustainable food consumption; Generation-Z; Partial Least Squares Structural Equation Modeling (PLS-SEM); sustainability Subject Area: HF5410-5417.5 Marketing. Distribution of Product
| Item Type: | Final Year Project / Dissertation / Thesis (Final Year Project) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HT Communities. Classes. Races |
| Divisions: | Teh Hong Piow Faculty of Business and Finance > Bachelor of Marketing (Honours) |
| Depositing User: | ML Main Library |
| Date Deposited: | 31 Dec 2025 18:47 |
| Last Modified: | 31 Dec 2025 18:47 |
| URI: | http://eprints.utar.edu.my/id/eprint/7115 |
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