The study on the acceptance of Malay traditional food among Generation-Z

Traditional food is the cuisine of the ethnic Malays in Southeast Asia who live in Malaysia, Traditional Malay food is characterised by its heavy use of spices. In this globalization era, most of the people from the generation Z in Malaysia prefer to eat fast food or ‘modern snack’ to be compared with the traditional food. The young generation food attitude nowadays has affected their choices. This is because, Fast food and modern food products are in high demand since they are convenient for clients' busy lifestyles. Therefore, the study aimed to examine the effects of food knowledge, food attitude and food image towards the acceptance of Generation- Z on Malay traditional food. There were 400 respondents participated in this study which had been conducted through questionnaire. This study focused on the Generation- Z that aged from 18 to 30 years old. The research design used in this study is quantitative research. The Pearson Correlation Coefficient was used in the analysis to analyse the link and effect that exists between the variables that are independent variables and dependent variables. According to the findings of this study, all of these variables have a role in influencing generation Z's acceptance of Malay traditional food. This is supported by the Pearson correlation values found by the researchers for each variable. The P value for the high positive and significant connection for gained food knowledge was 0.669. Second, with a P value of 0.697, positive and significant associations for food attitudes were also found. Finally, the P value for the high positive and significant association for the food picture was 0.674. This study found that food knowledge, food attitudes, and food image all impact generation Z's acceptance of Malay traditional food.