The intention to consume healthy food among older Gen-Z: Examining antecedents and mediators

Savelli, Elisabetta; Murmura, Federica

doi:10.1016/j.foodqual.2022.104788

Cited by 17 publications

(17 citation statements)

References 142 publications

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“…The impact of RM on PI slightly exceeded the impact of RM on CB. Our results supported the previous findings [ 24 ], which revealed that both commercial and human communication hugely affected the way young adults thought and behaved. However, our findings contradicted those of Natarajan et al [ 44 ], as their study did not report any significant influence of the role of media on the purchase intention and consumption behaviour towards branded functional beverages.…”

Section: Discussionsupporting

confidence: 92%

“…Therefore, Gen Z’s awareness of the health benefits of BFB did not transform into actual activities (i.e., BFB consumption behaviour). Savelli and Murmura [ 24 ] (p. 2) contended that “overall, Z-ers are little concerned about healthy eating, and their health education remains secondary to them”. Our observation may also be due to a similar phenomenon.…”

Section: Discussionmentioning

confidence: 99%

“…Furthermore, from a marketing viewpoint, Z-ers constitute a key consumer market for businesses because they are currently young adults, and they will also be potential parents in the future. Hence, the investigation of their behaviour could inform the food companies’ attempts to increase Z-ers’ acceptance of health-based food and “to reduce the negative influence of unhealthy food habits on future generations” [ 24 ] (p. 2).…”

Section: Introductionmentioning

confidence: 99%

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Consumption Behaviour towards Branded Functional Beverages among Gen Z in Post-COVID-19 Times: Exploring Antecedents and Mediators

Dimitrova

Ilieva

2023

Behavioral Sciences

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This study investigates the predictors and mediators of branded functional beverage consumption behaviour (CB) within the Gen Z demographic group in Bulgaria. An integrated model based on two widely known psychosocial theories was developed to examine the relationships between the consumers’ personal values within the value–belief–norm theory and the components of the protection motivation theory (PMT). The conceptual framework included two more influencing factors whose impact had not been researched in depth in previous studies concerning CB—namely, the role of media (RM) and branded functional beverage health benefits (HB). An empirical survey based on 435 Gen Z members aged between 16 and 26 years was conducted. Structural equation modelling was used to analyse the proposed hypotheses. The results revealed that the consumers’ personal values were significant predictors of the PMT threat and coping appraisal components, which, in turn, had a significant positive impact on CB. CB was not directly affected by the branded functional beverage health benefits but was indirectly influenced by the HB via purchase intention toward functional beverages and RM. The study highlighted the important role of RM, which directly and indirectly affected CB. The theoretical and practical implications were discussed, and recommendations were given for raising Gen Z’s awareness of the benefits of functional beverages and increasing their consumer acceptance.

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Section: Discussionsupporting

confidence: 92%

Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Consumption Behaviour towards Branded Functional Beverages among Gen Z in Post-COVID-19 Times: Exploring Antecedents and Mediators

Dimitrova

Ilieva

2023

Behavioral Sciences

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“…Numerous studies highlight the importance of health as a principal driver in contemporary food choices [1,2]. Notably, a rise in chronic diseases, including diabetes, obesity, and hypertension, has been strongly related to poor dietary habits [3,4]. At this juncture, the younger generation holds the potential to shape a healthier future, with changes in their dietary preferences being 2 key to enhancing societal well-being and addressing health challenges [5].…”

Section: Introductionmentioning

confidence: 99%

“…At this juncture, the younger generation holds the potential to shape a healthier future, with changes in their dietary preferences being 2 key to enhancing societal well-being and addressing health challenges [5]. While studies are exploring the motivations behind specific food choices [4,6], a research gap exists in exploring the holistic drivers influencing these decisions. Furthermore, several scholarly investigations grounded in the Theory of Planned Behavior (TPB) have examined making healthy food choices [7], research examining the interaction of value-based consumer decision factors is limited [6,8].…”

Section: Introductionmentioning

confidence: 99%

Towards a Holistic Understanding: Health Consciousness and Perceived Benefit in Consumer Choices of Hydroponic Products

Fahlevi,

Dandi,

Matroji

et al. 2024

IOP Conf. Ser.: Earth Environ. Sci.

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Hydroponic products have emerged as a popular choice, particularly among urban populations opting for healthy food alternatives. This study aims to investigate the impact of health consciousness and perceived benefits on the purchase intention of hydroponic products. Additionally, it explores the mediating role of perceived benefits, concerning the Value-Based Consumer Decision Model. The study encompasses responses from 208 participants residing in Indonesia, obtained through snowball sampling techniques. The study utilizes structural equation modelling (SEM) methodology using SmartPLS 4 software. The findings elucidate the significant roles that health consciousness β 0.294 and perceived benefits β 0.393 play in shaping the purchase intention toward hydroponic products. Health consciousness as a crucial factor for perceived benefit β 0.483. This research delves deeper by developing a model to fill existing research gaps. It explores the mediating role of perceived benefit in influencing the relationship between health consciousness on purchase intention β 0.190, the model reveals that perceived benefit successfully mediates the influence of health consciousness on purchase intention. This research is novel in its application of the value-based consumer decision model to the consumer behavior associated with hydroponic products. It offers important implications for business practitioners in the hydroponic product sector, providing invaluable insights into the shifting market dynamics driven by an increasingly health-conscious and benefit-oriented consumer base.

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Why go gluten‐free? How the feeling of low power increases preferences for free‐from products

Zhang,

Chan

2024

Psychology and Marketing

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Going gluten‐free and dairy‐free has become increasingly popular in the past 10 years, yet little research has examined the drivers of this dietary preference beyond medical reasons. This research investigates how the feeling of low power contributes to the growing popularity of free‐from products (e.g., gluten‐free, fragrance‐free). Five studies, using various statistical analyses (including regressions, analysis of variance, mediation, and moderation analysis) across both surveys and experiments, provide converging evidence that the feeling of low power increases preferences for free‐from products, driven by heightened perceived threat. Consistent with this account, low‐power individuals’ increased preference for free‐from products is attenuated (1) when their perceived threat is reduced through self‐affirmation, and (2) when advertising appeals highlight health benefits in a gain (vs. loss) frame. This research contributes to both the special diets and power literatures, offering practical implications for marketers of free‐from products by revealing a potential market segment and suggesting message framing strategies to better persuade consumers.

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The intention to consume healthy food among older Gen-Z: Examining antecedents and mediators

Cited by 17 publications

References 142 publications

Consumption Behaviour towards Branded Functional Beverages among Gen Z in Post-COVID-19 Times: Exploring Antecedents and Mediators

Consumption Behaviour towards Branded Functional Beverages among Gen Z in Post-COVID-19 Times: Exploring Antecedents and Mediators

Towards a Holistic Understanding: Health Consciousness and Perceived Benefit in Consumer Choices of Hydroponic Products

Why go gluten‐free? How the feeling of low power increases preferences for free‐from products

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