Food Consumption Value on Tourists' Behavioral Intentions towards East Java Local Food: Study Case of Z Generation

Abstract

This study examines the influence of food consumption values (FCV) and attitudes towards local food (ATLF) on behavioral intention of Z generation in eating East Java local food and explores the moderating roles of neophilia and neophobia. The research involves 181 Z Generation domestic tourists, and the data was analyzed using SmartPLS. The results reveal a positive impact of location consumption values on ATLF and a negative impact of health consumption values on ATLF. Additionally, ATLF influences behavioral intention (BI) and is reinforced by food neophilia.