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

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  • Monika Garai-Fodor

    (Keleti Karoly Faculty of Business and Management, Obuda University, Budapest, Hungary)

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.

Suggested Citation

  • Monika Garai-Fodor, 2019. "Values-Based Food Consumer Behavior Patterns Among the Z Generation in Terms of Health Nutrition," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(2), pages 53-62.
    • Handle: RePEc:apa:ijbaas:2019:p:53-62
    DOI: 10.20469/ijbas.5.10001-2
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    References listed on IDEAS

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    2. Maryum Tanveer & Meiraj Hassan & Zoya Ali Shah & Shuja Ul Islam, 2020. "Clash of Generations: Assessing the Impact of Generational Diversity in a Workforce," International Journal of Business and Economic Affairs (IJBEA), Sana N. Maswadeh, vol. 5(4), pages 184-198.

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