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Rudi Febriamansyah
Fakultas Pertanian, Universitas Andalas
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Journal : Agroteksos

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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 - Afrizal . Mansyurdin Afifah, Fayi Afrizal Afrizal Amrina, Elita Anis Munandar Anugrah Sri Widiasyih Asmawi Asmawi Asmawi Asrinaldi Asrinaldi Budiman, Cipta Budy Wiryawan Cam Thi Hong Nguyen Cantika, Mezi Defri Rahman Dietriech G. Bengen Dietriech Geoffrey Bengen Dodo Gunawan Donny Eros Ekaputra, Eri Gas Elita Amrina Endrizal Ridwan Eri Besra Erwin Erwin Faidil Tanjung Firwan Tan Fitriana, Widya Fuji Astuti Febria Gevisioner Gevisioner Gevisioner, Gevisioner Hari Harjanto Setiawan, Hari Harjanto Hayati, PK Dewi Henmaidi Henmaidi Henmaidi Henmaidi Hery Purwanto Manik Ifdal Ifdal Ifdal Innike Abdillah Fahmi Jabang Nurdin Jenifirza, Revo John Haluan John Haluan Joni Jafri Mahdi Mahdi Mahdi Mahdi Mahdi Mahdi Mahdi, Mahdi Manik, Hery Purwanto Marea, Wiliam Maxey, William Melinda Noer Miranti Fadhilla Anggun Nofialdi, Nofialdi Nur Afni Evalia Primasari, Budhi Purnawan Purnawan Purnawan Purnawan Puti Sri Komala R. Pulungan, Delyana RAHMAT SYAHNI Resti Rahayu Resti Rahayu Richard J. Stanford Richard Stanford Rika Hariance Rizki Aziz Robi Muharsyah Sandra Dewi sandra dewi Sari Lenggogeni Sayyidah Nur Habibah Sirajul Fuad Zis Siska Handayani Sri Setiawati Sri Setiawati, Sri Suardi Tarumun Sugeng Nugroho Sugeng Nugroho Sumarsono Sumarsono Syofyan Fairuzi, Syofyan Tamrin Tamrin Tesri Maideliza Thong Anh Tran Van Huynh Thanh Pham Van Huynh Thanh Pham Virtuous Setyaka Vonny Indah Mutiara Warnita Yaswirman, Yaswirman Yega Serlina Yonariza Yonariza Yonariza Yonariza Yonariza Yonariza, Yonariza Yuerlita Yuerlita Yuerlita Yuerlita Yulia Sandri Yulistriani, Yulistriani Yuliza, Yenni Yurike Yurike Zednita Azriani Zia Aznur, Tifany Zis, Sirajul Fuad Zuhelmi