Values-Based Food Consumer Behavior Patterns Among the Z Generation in Terms of
Health Nutrition
Volume 5, Issue 2 Monika Garai-Fodor
Published online: 26 April 2019 Article Views: 25
Abstract
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.
References
Anwar, N. B., & Talib, A. A. (2018). Singaporean consumers attitudes to technology usage. International Journal of Business and Administrative Studies, 4(1), 1-14. doi:https://doi.org/10.20469/ijbas.4.10001-1
Bilog, D. (2017). Investigating consumer preferences in selecting buffet restaurants in Davao region, Philippines. Journal of Administrative and Business Studies, 3(5), 221-233. doi:https://doi.org/10.20474/jabs-3.5.2
Fodor, M. (2009). Food consumer preferences in catering. Unpublished doctoral dissertation, University of Pécs,Pécs, Hungary.
Garia-Fodor, M., et al. (2018). The validity of value-based consumer behavioral models in the financial consciousness of the z generation. Online Journal Modelling the New Europe, 27, 107-131.
Gauthier, D. (1986). Morals by agreement. New York, NY: Oxford University Press on Demand.
Giddens, A. (1990). The consequences of modernity. Cambridge, UK: Polity Press.
Hankiss, E. (1977). Value and society: Studies on value sociology. Budapest, Hungary: Magveto.
Hartmann, N. (1972). The essence of moral requirements. Budapest, Hungary: Gondolat Kiado.
Hofmeister-Toth. (2003). Consumer behaviour. Budapest, Hungary: Aula Kiadó.
Horváth, A. (1996). Characteristics of consumer behavior and food consumption. Unpublished doctoral dissertation, Szent István University, Godollo, Hungary.
Kahle, L. R., Beatty, S. E., & Homer, P. (1986). Alternative measurement approaches to consumer values: The List of Values (LOV) and Values and Life Style (VALS). Journal of Consumer Research, 13(3), 405–409. doi:https://doi.org/10.1086/209079
Kang, C. Z., & Ogawa, I. (2017). Online shopping behavior of Chinese and Japanese consumers. Journal of Administrative and Business Studies, 3(6), 305-316. doi:https://doi.org/10.20474/jabs-3.6.5
Lehota, J. (2001). Food industry marketing. Budapest, Hungary: Muszaki Kiado.
Lehota, J. (2004). Domestic and international trends in food consumer behavior nutrition. Food and Marketing, 3(2), 1-8.
Lukacs, G. (1976). Ontology of social existence ii/iv. Budapest, Hungary: Magveto Kiado.
Muller, H. (1986). Value-mindset of youngs. Leipzig Publisher.
Pataki, F. (1977). Social-psychological and social reality. Budapest, Hungary: Kossuth Konyvkiado.
Perczel, T. (1990). Life strategy, occupational role, value orientation. Budapest, Hungary: Akademia Kiado.
Peter, J. P., & Olson, J. C. (1987). Consumer behavior: Marketing strategy perspectives. Homewood, IL: Irwin Inc.
Rudolf, A. (2006). Introduction to sociology. Budapest, Hungary: Osiris Kiado.
Schewe, C. D., & Noble, S. M. (2000). Market segmentation by cohorts: The value and validity of cohorts in america and abroad. Journal of Marketing Management, 16(1-3), 129–142. doi:https://doi.org/10.1362/026725700785100479
Tari, A. (2010). Y generation – clinical psychological phenomena and social psychological relationships in the information age. Budapest, Hungary: Jaffa Kiado.
Tari, A. (2011). Z generation. Budapest, Hungary: Tercium Konyvkiado.
Torocsik, M. (2003). Consumer behaviour – trends. Budapest, Hungary: KJK.
Torocsik, M. (2017). Self-marketing. Budapest, Hungary: Akademiai Kiado.
Willy, S. (2017). Analysis of financial ratios to measure the company’s performance in the sectors of consumer goods at Pt. Nippon Indosari Corpindo, Tbk and Pt. Mayora Indah, Tbk. International Journal of Business and Economic Affairs, 2(1), 45-51. doi:https://doi.org/10.24088/ijbea-2017-21006
To Cite this article
Garai-Fodor, M. (2019). Values-based food consumer behavior patterns among the z generation in terms of health nutrition. International Journal of Business and Administrative Studies, 5(2), 53-62. doi: https://dx.doi.org/10.20469/ijbas.5.10001-2