<![CDATA[The growth of online food delivery (OFD) services has driven changes in consumer behavior particularly, among Generation Z, as people seek practical and efficient ways to meet their food needs. In addition to convenience and speed, product attributes such as halal certification and eco labels have become key considerations in purchasing decisions. Halal certification is crucial for Muslim consumers due to limitations in inspecting products directly, while the increasing use of single use packaging in OFD services contributes to the accumulation of plastic waste, thereby reinforcing the importance of eco labels. This study aims to analyze the factors influencing Generation Z’s interest in purchasing food through OFD services in Surabaya. This study employed a quantitative method using primary data from 285 respondents collected via an online questionnaire and analyzed using SEM-PLS with the assistance of SmartPLS 4.0. The results indicate that performance expectancy, effort expectancy, social influence, price-value, halal labels, and eco labels significantly influence Generation Z’s interest in purchasing food through OFD services. This indicates that utilitarian, social, and economic factors, as well as product attributes, play a significant role in shaping Generation Z’s interest in purchasing food through OFD services in Surabaya.]]>
Copyrights © 2026
