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What kind of food can win Gen Z's favor? A mixed methods study from China
Zuo, Yifan1; Zhang, Ke2; Xu, Shaogui3; Law, Rob2; Qiu, Qihang4; Zhang, Mu3
Source PublicationFood Quality and Preference

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.

KeywordFood Favorability Food Preference Gen z Purchase Intention Scale Development Social Distance
URLView the original
Indexed BySCIE ; SSCI
WOS Research AreaFood Science & Technology
WOS SubjectFood Science & Technology
WOS IDWOS:000748457300001
Scopus ID2-s2.0-85122624821
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Cited Times [WOS]:6   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
Corresponding AuthorZhang, Mu
Affiliation1.Department of Physical Education, Shenzhen University, Shenzhen, 518053, China
2.Asia-Pacific Academy of Economics and Management, Department of Integrated Resort and Tourism Management, Faculty of Business Administration, University of Macau, Macau, 999078, China
3.Shenzhen Tourism College, Jinan University, Shenzhen, 518053, China
4.Faculty of Human Geography and Planning, Adam Mickiewicz University, Poznan, 61-680, Poland
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GB/T 7714
Zuo, Yifan,Zhang, Ke,Xu, Shaogui,et al. What kind of food can win Gen Z's favor? A mixed methods study from China[J]. Food Quality and Preference,2022,98.
APA Zuo, Yifan,Zhang, Ke,Xu, Shaogui,Law, Rob,Qiu, Qihang,&Zhang, Mu.(2022).What kind of food can win Gen Z's favor? A mixed methods study from China.Food Quality and Preference,98.
MLA Zuo, Yifan,et al."What kind of food can win Gen Z's favor? A mixed methods study from China".Food Quality and Preference 98(2022).
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