Values-Based Food Consumer Behavior Patterns Among the Z Generation in Terms of Health Nutrition

Monika Garai-Fodor
Additional contact information
Monika Garai-Fodor: Keleti Karoly Faculty of Business and Management, Obuda University, Budapest, Hungary

International Journal of Business and Administrative Studies, 2019, vol. 5, issue 2, 53-62

Abstract: The topicality and theoretical basis of the topic is represented by two pillars: value-based consumer behaviour theories and generation marketing. Among the theories of consumer behaviour, my focus is on value-based theories, which have common features between the motives of the consumer’s choice of products and services and the value system. This basic concept inspired me to analyse the relationship between the value system and consumer behaviour in the context of our own primary research by analysing the attitude of Z-generation’s food consumption habits. The other pillar of the topic is generation marketing, which, as the ultimate result of differences between different generations, also calls the value system. Considering that the Z generation will be the consumer base of potential future solvent demand, I think it is useful to learn about the specific food consumer preferences of the generation. In the framework of the quantitative research, I conducted a standardized questionnaire survey, which resulted in the analysis of more than 500 evaluable questionnaires. It was a condition for the subject to get out of the Z generation by age. Based on the results, it can be concluded what value orientation the future generation has, and how important it is for health, what it does to protect it. In addition, the results of the research will help to identify relevant food consumer behaviour patterns among the Z generation, which can help to define the target groups of healthy nutrition and health promotion campaigns for the Z generation.

Keywords: Values-based food consumer behaviour; primary research; Z generation (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://kkgpublications.com/business-v5-i2-article-1/ (application/pdf)
https://kkgpublications.com/wp-content/uploads/2019/06/ijbas.5.10001-2.pdf (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:apa:ijbaas:2019:p:53-62

DOI: 10.20469/ijbas.5.10001-2

Access Statistics for this article

International Journal of Business and Administrative Studies is currently edited by Professor Dr. Bahaudin G. Mujtaba

More articles in International Journal of Business and Administrative Studies from Professor Dr. Bahaudin G. Mujtaba Calle Alarcon 66, Sant Adrian De Besos 08930, Barcelona Spain.
Bibliographic data for series maintained by Professor Dr. Bahaudin G. Mujtaba ().