Examining the influence of TPB and curiosity in gen Z’s plant based meat consumption

In Malaysia, rising food demand and growing sustainability concerns have driven interest in plant-based meat products, particularly among Generation Z as they are influential in shaping future food trends. This study using the Theory of Planned Behaviour (TPB) with the extension of curiosity to investigate the influence of attitude, perceived social pressure, perceived autonomy and curiosity towards intention to consume plant-based meat products in Klang Valley. A quantitative method was employed, using purposive sampling, a total 206 valid responses were collected and data were analysed using the Statistical Package for the Social Sciences (SPSS) software. The findings indicate that attitude emerged as the strongest predictor, while curiosity showed the least influence. These results contribute to the growing body of literature on food consumption by offering practical insight for businesses and policymakers to design targeted strategies that promote more sustainable dietary choices among consumers.