Abstract
This study investigates consumer acceptance of Malatang in the Philippines, focusing on behavioral intentions and implications for sustainable consumption. Malatang, a customizable Chinese street food, has gained popularity because of its affordability, convenience, and health-oriented meal options. Despite its growing presence, research on consumer perceptions of this food concept in developing-country contexts remains limited. Using a qualitative design, in-depth interviews were conducted with ten consumers who had previously consumed Malatang. Data were analyzed through thematic analysis guided by the Theory of Planned Behavior (TPB), examining attitudes, motivations, perceived value, subjective norms, perceived behavioral control, and perceptions of taste, health benefits, affordability, and cultural relevance. The study also explored how customization supports SDG 12 (Responsible Consumption and Production) through waste reduction and resource efficiency. Findings revealed that curiosity, novelty, and meal customization drive initial acceptance, while taste, quality, and affordability are key determinants of repeat consumption. Peer recommendations and social influence positively affect purchasing intentions. Customization enhances perceived behavioral control by allowing consumers to select preferred ingredients and portion sizes, helping reduce food waste. However, an attitude–behavior gap persists. Although participants recognized Malatang’s sustainability benefits, purchasing decisions remained largely influenced by price sensitivity and preferences for traditional Filipino cuisine. Sustainability considerations were secondary to sensory appeal and health benefits. The study concludes that emphasizing taste, health value, affordability, and authentic sustainability practices can strengthen consumer acceptance. Future research should use larger and more diverse samples to validate these findings.