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Generation Z Consumer Expectations Towards Online Advertising for Food Products

Author

Listed:
  • Anna Sieczko
  • Anna J. Parzonko
  • Krystyna Krzyzanowska

Abstract

Purpose: The aim of this empirical research was to identify the factors influencing Gen Zers’ purchase decisions regarding online shopping for food products and to determine their expectations towards online advertising for these products. Design/Approach/ Methodology: The empirical material was collected using a standardized research questionnaire. The survey was conducted in March–April 2024 on a sample of Generation Z representatives. A total of 540 correctly completed questionnaires were obtained and analyzed . Findings: Research has shown that the motives behind Gen Zers’ online shopping for food products include convenience, time and cost savings, possibility to compare prices and access to a wider range of products. food advertising preferences of young adults involve adverts on social media and YouTube videos. The key information expected by Gen Zers to be provided by an advertising message includes price, ingredients and product origin. Practical Implications: Understanding Gen Zers’ online food shopping preferences allows marketers to better tailor their marketing strategies. Creating visually appealing and easy-to-navigate ads providing clear information about price, ingredients and quality is key. Originality/Value: Previous research on online shopping for food products has not included Generation Z, which is why this study fills a significant research gap.

Suggested Citation

  • Anna Sieczko & Anna J. Parzonko & Krystyna Krzyzanowska, 2024. "Generation Z Consumer Expectations Towards Online Advertising for Food Products," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 898-909.
    • Handle: RePEc:ers:journl:v:xxvii:y:2024:i:2:p:898-909
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    References listed on IDEAS

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    1. Werenowska, Agnieszka, 2020. "Internet in the Promotion and Sale of Food Industry Products," Roczniki (Annals), Polish Association of Agricultural Economists and Agribusiness - Stowarzyszenie Ekonomistow Rolnictwa e Agrobiznesu (SERiA), vol. 2020(01).
    2. G. Tomas M. Hult & Jeannette A. Mena & O. C. Ferrell & Linda Ferrell, 2011. "Stakeholder marketing: a definition and conceptual framework," AMS Review, Springer;Academy of Marketing Science, vol. 1(1), pages 44-65, March.
    3. Kristen Giombi & Catherine Viator & Juliana Hoover & Janice Tzeng & Helen W Sullivan & Amie C O’Donoghue & Brian G Southwell & Leila C Kahwati, 2022. "The impact of interactive advertising on consumer engagement, recall, and understanding: A scoping systematic review for informing regulatory science," PLOS ONE, Public Library of Science, vol. 17(2), pages 1-18, February.
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    More about this item

    Keywords

    Online shopping; purchase decisions; food products; consumer behavior.;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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    Access and download statistics

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