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All Journal Jurnal Manajemen dan Agribisnis JURNAL ECONOMIA Jurnal Agribisnis JEPA (Jurnal Ekonomi Pertanian dan Agribisnis) Warta Pengabdian Andalas: Jurnal Ilmiah Pengembangan Dan Penerapan Ipteks Agroteksos AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis AKADEMIK: Jurnal Mahasiswa Humanis Journal of Socio Economics on Tropical Agriculture (Jurnal Sosial Ekonomi Pertanian Tropis) (JOSETA)
Nur Afni Evalia
Universitas Andalas
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Medicine & Pharmacology Social Sciences Other

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THE GEN Z’s PREFERENCES IN CONSUMING TRADITIONAL FOOD fitriana, widya; febriamansyah, rudi; nofialdi, nofialdi; evalia, nur afni; fairuzi, syofyan
AGROTEKSOS, Jurnal Ilmiah Ilmu Pertanian Vol 35 No 3 (2025): Jurnal Agroteksos Desember 2025
Publisher : Fakultas Pertanian Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/agroteksos.v35i3.1514

Abstract

Traditional food plays a vital role in supporting agriculture and strengthening local industries, yet globalization and lifestyle changes have shifted consumer preferences. This study analyzes Gen-Z’s attitudes toward traditional food in Padang City, West Sumatra, a well-known culinary tourism destination. Using a qualitative approach, 185 Gen-Z consumers were interviewed through non-probability accidental sampling.Results indicate that 54.6% of respondents know how to prepare traditional food, with knowledge largely inherited from parents or family (70.5%). Consumption occurs several times a week (53.5%), most often with family (53.5%) and during cultural ceremonies (25.2%). Purchases are primarily made at food stalls or canteens (68.1%) and outlets (25.4%), rather than cafés or restaurants. Digital platforms are widely used for purchasing (59.4%), with Shopee (39.5%) and Go-Food (26.9%) being the most popular. The main reasons for consumption are authentic taste (50.8%) and affordable price (38.9%). Gen-Z expresses pride in consuming traditional food (52.9%) and a strong willingness to promote it (84.6%), though they also show a considerable tendency toward fast food (52.9%). Future efforts should emphasize food parenting, packaging innovation, and digital marketing to attract Gen-Z preferences and ensure the preservation of traditional culinary heritage.
Co-Authors Budiman, Cipta Dedi Budiman Hakim Dewi Hayati Dian Hafizah, Dian Dwi Evaliza E. Gumbira Sa’id Fitriana, Widya H Teapon, Rizal Rahman Harianto Nofialdi, Nofialdi Rita Nurmalina Rudi Febriamansyah Santika, Indri Ayu Syofyan Fairuzi, Syofyan Teapon, Rizal Rahman H Teguh Budi Prasetyo Triana, Lora