The consumption intention of Cambodian generation Y and generation Z on the vegetarian food : The case of Phnom Penh

Name: Somany, Toch, 1987-

LCSH: Vegetarian cooking

LCSH: Generation Y -- Attitudes

LCSH: Generation Z -- Attitudes

LCSH: Health behavior in adolescence -- Cambodian

Abstract: Vegetarian cuisine has become popular among the Cambodians and is now booming in parallel with the regional and national growth of food industry. With respect to the population growth of Cambodians, Generations Y and Z show their potential to be the predominant target market for vegetarian food. This study aims to explore the factors predicting the vegetarian food consumption for both generations in Phnom Penh. The study examined if there were differences when it comes to the factors that influenced their consumption intention. The theory of planned behavior was applied. There were 396 responses collected through the snowball sampling technique. With the application of the partial least squares structural equation modeling (PLS-SEM), the results showed that attitude, perceived behavior control, environmental concern, and subjective norm significantly influenced the vegetarian food consumption intention for both cohorts. The results of multi-group analysis showed that no difference was found in terms of the factors that influence their consumption. This study provides an insight on the intention for vegetarian food preference. It helps fill the gaps of previous studies as it will fulfil with the additional knowledge from the context of Cambodia and add more insight into a regional context. This study also helps practitioners develop an appropriate way to attract both generations for the vegetarian food consumption. IMPLICATION OF THESIS. This study has some implications. First, there may be a possible bias in the responses of this study due to the use of snowball sampling. Therefore, other sampling techniques (e.g., systematic random sampling) can be applied in the future study. Second, given that this study focused on Gen Y and Gen Z in Phnom Penh, its findings may not entirely be applied to other parts of Cambodia of which Gen Y and Z population may pose different social and economic status. Hence, more studies can focus on the same targets in other settings in Cambodia. Third, this study applied the quantitative design. Thus, further study in different approaches such as a qualitative method or mixed-methods design is required to validate the current findings and provide the deeper insight into the consumption intention of Gen Y and Gen Z.

Mahidol University. Mahidol University Library and Knowledge Center

Address: NAKHONPATHOM

Email: liwww@mahidol.ac.th

Name: Walanchalee Wattanacharoensil

Role: Thesis Advisors

Name: Sompong Amnuay-ngerntra

Role: Thesis Advisors

Created: 2021

Modified: 2025-06-04

Issued: 2025-06-04

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Master of Management

Level: Master's Degree

Descipline: International Tourism and Hospitality Management

Grantor: Mahidol University

©copyrights Mahidol University

ลำดับที่.	ชื่อแฟ้มข้อมูล	ขนาดแฟ้มข้อมูล	จำนวนเข้าถึง	วัน-เวลาเข้าถึงล่าสุด
1	6238276.pdf	5.66 MB	1	2025-07-21 23:23:27

ใช้เวลา

0.293463 วินาที