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

• Published in: International journal of business and administrative studies 2019-04, Vol.5 (2), p.53
• Main Author: Garai-Fodor, Monika
• Format: Article
• Language: English
• Subjects: Consumer behavior; Food; Marketing; Nutrition
• ISSN: 2415-0541; 2414-3081
• DOI: 10.20469/ijbas.5.10001-2

The topicality and theoretical basis of the topic are 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 us to analyze the relationship between the value system and consumer behaviour in the context of our primary research by analyzing 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, we think it is useful to learn about the specific food consumer preferences of the generation. A standardized questionnaire survey was conducted in the quantitative research framework, 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 define the target groups of healthy nutrition and health promotion campaigns for the Z generation. The current studies provide some important information about marketing strategies that can be used to learn about the generation’s specific food consumer preferences.