The influence of consumption values on Gen Z’s intention to use smart trolleys in Malaysia

Chew, Ai Shan and Liew, Chooi Mun (2025) The influence of consumption values on Gen Z’s intention to use smart trolleys in Malaysia. Final Year Project, UTAR.

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Abstract

This paper aims to examine the degree to which the Theory of Consumption Values (TCV) can explain the intention of Malaysian Generation Z to adopt smart trolleys in the retail environment. As the retail industry undergoes a rapid digital transformation, smart technologies are increasingly incorporated into retail settings to enhance operational efficiency and improve shopping experiences. A significant consumer group, Generation Z, is characterized by its high adaptability, technological abilities, and trend consciousness. Their use and acceptance of smart trolleys are essential to the effective application of such advancements. This quantitative study involved 411 Malaysian Generation Z individuals within the age range of 18 to 30. The survey was administered using two modes, which are an online Google Form and physical distribution. The survey measured five dimensions of consumption values, which were functional value (FV), emotional value (EV), social value (SV), epistemic value (EP), and conditional value (CV). Statistical Package for Social Science (SPSS) software was used to conduct statistical analysis, such as Pearson correlation and multiple regression analysis. The results revealed that all value dimensions showed a significant positive correlation with the intention to use smart trolleys. These findings indicate that if situational attributes, novelty, social influence, and emotional satisfaction are provided, Gen Z consumers are particularly willing to adopt smart trolleys. Besides, this study was added to the context of the literature by using TCV for the adoption of smart retail technology and provides useful recommendations for retailers and technology developers on how to increase Gen Z consumers’ acceptance of smart trolleys in Malaysia. Keywords: Consumption Values, Theory of Consumption Values (TCV), Smart Trolley Adoption, Consumer Intention, Generation Z, Malaysia. Subject Area: HF5410-5417.5- Marketing. Distribution of products.

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