Value-based food consumer behavior patterns for the Z generation

Abstract

In my study, I chose value-based theories among the various behavioural sciences as the focus, which have the common characteristic of suggesting a connection between the reasons for consumers choosing various products or services, and the consumers' value systems. This base concept inspired me to conduct my own primary data analysis, and try to find connections between value systems and consumer behaviour on my own. Specifically, I wished to analyse the foodstuffs consumption habits of the Z Generation, or to be more precise, healthy eating habits. The other pillar of the topic is generation marketing, which also states that value systems are the differentiator among the different generations. In light of the Z generation being the potential customer base creating a demand that's willing and capable of paying, I believe it's fruitful and imperative that the specific foodstuffs consumption preferences and decisions be understood about this generation. During my primary research, I focused on the Z Generation's members, collecting qualitative and quantitative data, and conducting analyses on this generation's value system, foodstuffs consumption behaviour, and their ideas about healthy eating habits. Based on the results, we can see the value orientation of the future generation, and understand how important they consider their own health, and what they do to preserve it. Beyond this, research results also help outline the relevant foodstuffs consumption habits of the generation, which may help define the target groups of healthy lifestyle, and better organise health education campaigns aimed at the Z Generation.