College of Rural Revitalization, Fujian Agriculture and Forestry University, Shangxiadian Street 15, Fuzhou, 350002, Fujian, China.
College of Journalism and Communication, Minjiang University, Xiyuangong Road 200, Fuzhou, 350108, Fujian, China.
Sci Rep. 2024 Jun 12;14(1):13463. doi: 10.1038/s41598-024-64284-1.
In the context of the expanding local food market, grasping the evolutionary trajectory of consumer purchasing behavior is crucial for understanding market dynamics. This study adopts a cross-generational perspective to delve into and elucidate the similarities and differences in local food consumption behaviors between Gen Z and Gen Y. Through the analysis of online survey data from 251 individuals of Gen Z and 319 of Gen Y and utilizing the Theory of Planned Behavior as a theoretical framework, and the study identifies eight key variables. The findings reveal that while Gen Z and Gen Y exhibit a range of common characteristics in their choice of local food,including attention to word of mouth, health consciousness, subjective norms, perceived behavioral control, and attitude.there is a significant divergence in their motivating factors for purchasing. Specifically, convenience is the primary driver for Gen Z when selecting local food; conversely, price is the decisive factor in the decision-making process of Gen Y. By unveiling these significant differences and similarities, the research offers significant understanding beneficial to the food sector, particularly in formulating market strategies targeted at different generations.
在本地食品市场不断扩大的背景下,把握消费者购买行为的演变轨迹对于理解市场动态至关重要。本研究采用跨代视角,深入探讨并阐明 Z 世代和 Y 世代之间本地食品消费行为的异同。通过对 251 名 Z 世代和 319 名 Y 世代个体的在线调查数据进行分析,并以计划行为理论为理论框架,确定了八个关键变量。研究结果表明,虽然 Z 世代和 Y 世代在选择本地食品时表现出一系列共同特征,包括关注口碑、健康意识、主观规范、感知行为控制和态度,但他们购买的动机存在显著差异。具体而言,便利性是 Z 世代选择本地食品的主要驱动因素;而价格则是 Y 世代决策过程中的决定性因素。通过揭示这些显著差异和相似之处,该研究为食品行业提供了有意义的理解,特别是在制定针对不同世代的市场策略方面。