The causal influence of visual brand cues on Gen Z impulse food buying

Alessandro Feri, Nathalia C. Tjandra, Collins Osei, Maktoba Omar

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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 languageEnglish
Title of host publicationProceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium
PublisherAcademy of Marketing
Pages126-127
Number of pages2
ISBN (Electronic)9781399958042
Publication statusPublished - 3 Jul 2023

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