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

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

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 proceeding › Conference 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 language	English
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

Cite this

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title = "The causal influence of visual brand cues on Gen Z impulse food buying",

abstract = "This study outlines the factors that contribute to enhancing Generation Z{\textquoteright}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.",

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BT - Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium

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

Abstract

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