The study involves the examination of consuming sustainable food from the perspective of Gen Z in Malaysia, aiming to promote the adoption of sustainable food practices. The study utilizes the TCV, which encompasses 5 values. The data were gathered via questionnaire from 305 respondents. The data were analyzed using Smart PLS 4.1.1.4. From the findings, a substantial relationship occurred between functional, epistemic, and conditional value with sustainable food consumption. While the social and emotional value has been found to have a weak correlation with sustainable food consumption. The study further provides insights and understanding into encouraging sustainable food practices among young consumers in Malaysia. Keywords: Theory of consumption value (TCV); sustainable food consumption; Generation-Z; Partial Least Squares Structural Equation Modeling (PLS-SEM); sustainability Subject Area: HF5410-5417.5 Marketing. Distribution of Produc
