ANALYZING THE BEHAVIORAL CORRELATES OF GUILT-FREE FOOD CONSUMPTION: STUDY OF GEN Z PERSPECTIVE

Title

ANALYZING THE BEHAVIORAL CORRELATES OF GUILT-FREE FOOD CONSUMPTION: STUDY OF GEN Z PERSPECTIVE

Creator

Nair, Prabhul S.; Tripathi, Abhinav P.

Description

This study investigated the factors influencing Gen Z's purchase intentions for guilt-free food products in India. The aim of the study is to examine the relationship of food habits among the current generation using the Theory of Planned behaviour. Using purposive sampling, the data was collected from 318 Gen Z students in major Indian cities. SPSS and AMOS were utilised to conduct the analysis of the sample. The analysis revealed that attitude, perceived behaviour control and subjective norms significantly influenced the purchase behaviour. The study provides valuable insights for marketers, policymakers, and food producers seeking to promote guilt-free food products among this influential demographic. 2025 Amity University. All rights reserved.

Source

Journal of Content, Community and Communication;Volume;22;pp.104-112

Date

01-01-2025

Publisher

Amity University

Subject

Food Neophobia; Gen Z; Guilt-Free Food; Perceived Behavioural Control; Purchase Intention; Subjective Norms

Coverage

Nair P.S., Christ University, Bangalore, India; Tripathi A.P., Christ University, Bangalore, India

Rights

All Open Access; Bronze Open Access

Relation

ISSN: 23957514;

Format

online

Language

English

Type

Article

Identifier

https://doi.org/10.31620/JCCC.06.25/10

https://www.scopus.com/pages/publications/105012902018?origin=resultslist