UNDERSTANDING GEN-Z’S ATTITUDE TOWARDS PENANG’S LOCAL FOOD: THE ROLE OF EMOTIONAL, PRESTIGE, AND QUALITY-VALUES

Penang’s local food creates an important element of the state’s cultural identity and serves as a key driver of tourism attractiveness. As Generation Z (Gen-Z) increasingly becomes a prominent consumer group in both the food and travel industries, understanding their perceptions and engagement with local food experiences has become increasingly important for sustaining culinary tourism and preserving cultural heritage. This study aims to examine the factors that contribute to Gen-Z’s attitude towards Penang’s local food by focusing on three variables which is emotional value, prestige value and quality value. A quantitative cross-sectional survey design was employed, utilizing a self-administered questionnaire distributed to 431 Gen-Z respondents aged 18-29 years in Malaysia who had prior experience consuming Penang's local food. Convenience sampling was used, and data were analyzed using Pearson correlation and multiple regression analyses. Results indicated that all three variables significantly influence Gen-Z’s attitudes with prestige value emerging as the strongest predicator, followed by quality and emotional value. These findings suggest that social recognition, sensory satisfaction and emotional connections play an essential role in shaping young consumers’ perception of local food. The study provides useful insights for tourism authorities, local food businesses, and cultural stakeholders to develop more effective strategies in preserving Penang’s culinary heritage while aligning with the preferences of the younger generation in a rapidly digitalized and globalized food culture.