Evaluation of Food Quality Attributes Influencing Generation Z's Consumer Preferences for Packaged Beverages

The packaged beverage industry has experienced significant growth globally, driven by advancements in packaging technology, shifting consumption patterns, and increasing health and environmental regulations. This study investigates Generation Z?s perception of packaged beverage quality by examining how intrinsic and extrinsic attributes influence their preferences using Caswell?s framework. Data were collected via an online questionnaire completed by 300 purposively selected respondents. Descriptive statistics, crosstab analysis, and factor analysis were used to explore consumer behavior patterns. Results show that sensory qualities, certifications, and price are the most influential factors. Socio-demographic variables such as gender, income, education, and residence significantly affect attribute prioritization. Factor analysis revealed three key dimensions: intrinsic credence (including safety, nutrition, processing methods, and certifications), extrinsic (including advertising, producer reputation, and packaging), and intrinsic search (including sensory qualities, price, and perceived value). These findings provide practical insights for tailoring product development, marketing strategies, and health-oriented policies to meet Generation Z?s expectations. The study offers a theoretical contribution to consumer behavior research by refining quality perception models through a multi-attribute lens.