Generation Z Consumer Expectations Towards Online Advertising for Food Products

Anna Sieczko, Anna J. Parzonko and Krystyna Krzyzanowska

European Research Studies Journal, 2024, vol. XXVII, issue 2, 898-909

Abstract: Purpose: The aim of this empirical research was to identify the factors influencing Gen Zers’ purchase decisions regarding online shopping for food products and to determine their expectations towards online advertising for these products. Design/Approach/ Methodology: The empirical material was collected using a standardized research questionnaire. The survey was conducted in March–April 2024 on a sample of Generation Z representatives. A total of 540 correctly completed questionnaires were obtained and analyzed . Findings: Research has shown that the motives behind Gen Zers’ online shopping for food products include convenience, time and cost savings, possibility to compare prices and access to a wider range of products. food advertising preferences of young adults involve adverts on social media and YouTube videos. The key information expected by Gen Zers to be provided by an advertising message includes price, ingredients and product origin. Practical Implications: Understanding Gen Zers’ online food shopping preferences allows marketers to better tailor their marketing strategies. Creating visually appealing and easy-to-navigate ads providing clear information about price, ingredients and quality is key. Originality/Value: Previous research on online shopping for food products has not included Generation Z, which is why this study fills a significant research gap.

Keywords: Online shopping; purchase decisions; food products; consumer behavior. (search for similar items in EconPapers)
JEL-codes: D12 L81 (search for similar items in EconPapers)
Date: 2024
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