Abstract
This study outlines the factors that contribute to enhancing Generation Z’s impulse food buying, consequently contributing to previous studies on impulse buying. Furthermore, it explores impulse food buying within a specific group of consumers which requires further investigation, Generation Z. The insights gained from this study may be of value to brand managers wanting to target Generation Z.
Original language | English |
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Title of host publication | Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium |
Publisher | Academy of Marketing |
Pages | 126-127 |
Number of pages | 2 |
ISBN (Electronic) | 9781399958042 |
Publication status | Published - 3 Jul 2023 |