What kind of food can win Gen Z's favor? A mixed methods study from China. (June 2022)

• Record Type: Journal Article
• Authors: Zuo, Yifan; Zhang, Ke; Xu, Shaogui; Law, Rob; Qiu, Qihang; Zhang, Mu
• Is Part Of: Food quality and preference. Volume 98(2022)
• Publication Date: 2022-06
• Subjects: Gen Z -- Food favorability -- Food preference -- Purchase intention -- Social distance -- Scale development; Food preferences -- Periodicals; Food -- Quality -- Periodicals; Food industry and trade -- Quality control -- Periodicals; Préférences alimentaires -- Périodiques; Aliments -- Qualité -- Périodiques; Aliments -- Industrie et commerce -- Qualité -- Contrôle -- Périodiques; Food industry and trade -- Quality control; Food preferences; Food -- Quality; Periodicals; 664
• DOI: 10.1016/j.foodqual.2021.104522
• Languages: English
• ISSNs: 0950-3293

Abstract

Highlights: Scale of Generation Z's (Gen Z) food favorability (FF) was developed. Scale dimensions include Dishes evaluation, Dietary choice, Marketing innovation, and Service quality. FF indirectly influences Gen Z's purchase intentions through food preference. Gen Z tends to trust groups that are socially close to them on online platforms. Abstract: As the world's largest consumer group, Generation Z's (Gen Z) influence and purchase ability facilitate the upgrading of consumption. This study investigated a new phenomenon: food favorability, that is, customer preference for diet and food, using a mixed-methods approach in three studies. Taking Chinese Gen Z as an example, Study 1 developed a conceptual model of food favorability among Gen Z based on grounded theory with dish evaluation, dietary choice, marketing innovation, and service quality as the core categories. Study 2 underwent a rigorous scale development by establishing a food favorability scale to measure Gen Z's preference for diet and food. Using this scale, Study 3 further confirmed the positive effect of Gen Z's food favorability on purchase intention, when food preference played a mediating role in this process. Moreover, social distance promoted the positive prediction of food favorability on preference. This study systematically constructs the concept of Gen Z's food favorability, expanding the "theoretical territory" of their consumption characteristics. Additionally, the theoretical basis of "intervention measures" is provided for the sustainable tourism and catering industries.