IDEAS home Printed from https://ideas.repec.org/a/ers/journl/vxxviiy2024i2p898-909.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: https://ersj.eu/journal/3825/download
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    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. 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.
    3. 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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kazadi, Kande & Lievens, Annouk & Mahr, Dominik, 2016. "Stakeholder co-creation during the innovation process: Identifying capabilities for knowledge creation among multiple stakeholders," Journal of Business Research, Elsevier, vol. 69(2), pages 525-540.
    2. Saeed Janani & Ranjit M. Christopher & Atanas Nik Nikolov & Michael A. Wiles, 2022. "Marketing experience of CEOs and corporate social performance," Journal of the Academy of Marketing Science, Springer, vol. 50(3), pages 460-481, May.
    3. Vivien Beattie & Robin Roslender & Sarah Jane Smith, 2013. "Balancing on a Tightrope: Customer Relational Capital, Value Creation and Disclosure," FINANCIAL REPORTING, FrancoAngeli Editore, vol. 2013(3-4), pages 19-52.
    4. Gaurav Sinha, 2015. "Responding to Complexity: Microfinance MIS Service Providers as Complex Adaptive Systems," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 1(2), pages 163-180, July.
    5. Secundo, Giustina & Del Vecchio, Pasquale & Simeone, Luca & Schiuma, Giovanni, 2020. "Creativity and stakeholders' engagement in open innovation: Design for knowledge translation in technology-intensive enterprises," Journal of Business Research, Elsevier, vol. 119(C), pages 272-282.
    6. Victoria Crittenden & Robert A. Peterson, 2011. "The AMS Review," AMS Review, Springer;Academy of Marketing Science, vol. 1(1), pages 1-3, March.
    7. Erick Auma Omondi, 2024. "Enviropreneurial Marketing Strategies on Sustainability of Cement Industry in Kenya," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(3s), pages 1945-1968, March.
    8. Lisa Huempfner & Dennis A. Kopf, 2017. "Using stakeholder marketing and social responsibility for new product development in higher education: a business Spanish model," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(2), pages 251-273, July.
    9. Nathaniel D. Line & Rodney C. Runyan & Tracy Gonzalez-Padron, 2019. "Multiple stakeholder market orientation: a service-dominant logic perspective of the market orientation paradigm," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 42-60, June.
    10. Adam C. Merkle & Catherine Hessick & Britton R. Leggett & Larry Goehrig & Kenneth O’Connor, 2020. "Exploring the components of brand equity amid declining ticket sales in Major League Baseball," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(3), pages 149-164, September.
    11. Suvi Nenonen & Kaj Storbacka & Charlotta Windahl, 2019. "Capabilities for market-shaping: triggering and facilitating increased value creation," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 617-639, July.
    12. Muhammad Ishtiaq Ishaq & Eleonora Di Maria, 2020. "Sustainability countenance in brand equity: a critical review and future research directions," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 15-34, January.
    13. Crosby, Lawrence A. & Ghanbarpour, Tohid, 2023. "The Drucker intangibles measurement system: An academic perspective," Journal of Business Research, Elsevier, vol. 155(PB).
    14. Nuryadi Wijiharjono, 2021. "The Triple Helix and The Innovation Capability: A Conceptual Framework for Creative Economic Marketing," Agregat: Jurnal Ekonomi dan Bisnis, Universitas Muhammadiyah Prof. DR HAMKA., vol. 5(1), pages 56-77.
    15. Muhammad Iskandar Hamzah & Nurul Syafiqah Tanwir & Siti Norida Wahab & Muhammad Hafiz Abd Rashid, 2022. "Consumer perceptions of hybrid electric vehicle adoption and the green automotive market: the Malaysian evidence," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(2), pages 1827-1851, February.
    16. Linda D. Hollebeek & Moira K. Clark & Wafa Hammedi & René Arvola, 2021. "Cocreated brand value: theoretical model and propositions," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 413-428, July.
    17. Víctor Valero-Amaro & Clementina Galera-Casquet & María Jesús Barroso-Méndez, 2019. "Market Orientation in NGDOs: Construction of a Scale Focused on Their Stakeholders," Social Sciences, MDPI, vol. 8(8), pages 1-30, August.
    18. Tian, Chao & Tu, Kai & Sui, Haiqing & Sun, Qi, 2024. "Value co-creation in shared mobility: The case of carpooling in China," Technological Forecasting and Social Change, Elsevier, vol. 205(C).
    19. Patel, Vijay K. & Manley, Scott C. & Hair, Joseph F. & Ferrell, O.C. & Pieper, Torsten M., 2016. "Is stakeholder orientation relevant for European firms?," European Management Journal, Elsevier, vol. 34(6), pages 650-660.
    20. Lee, Ruby P. & Wei, Susan, 2023. "Do employee orientation and societal orientation matter in the customer orientation—Performance link?," Journal of Business Research, Elsevier, vol. 159(C).

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:journl:v:xxvii:y:2024:i:2:p:898-909. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ersj.eu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.