<![CDATA[Culinary micro, small, and medium enterprises (MSMEs) are central to Malang's urban economy, yet evidence remains limited on how environmental, Islamic, and price considerations relate to students' actual expenditure. This study examines the effects of green value, halal-thayyib principles, and price on culinary MSME consumption among Universitas Brawijaya students. A cross-sectional quantitative survey of 252 students was analyzed using multiple linear regression in IBM SPSS Statistics. Consumption was measured as monthly expenditure and log-transformed for estimation. Green value, halal-thayyib, and price jointly had a significant effect on consumption. Each predictor showed a significant negative coefficient; therefore, the positive hypotheses for green value and halal-thayyib were not supported, whereas the hypothesized negative price effect was supported. Greater ethical awareness may encourage more selective and moderate consumption, while price sensitivity constrains expenditure. The findings extend Islamic consumption research by examining actual spending rather than purchase intention and suggest that culinary MSMEs should combine credible halal-thayyib and environmental practices with prices affordable to student consumers.]]>
Copyrights © 2026
