向Z世代推销麦片:刺激南非消费者行为意向的关键驱动因素是什么?

IF 3.5 Q2 BUSINESS Young Consumers Pub Date : 2023-07-07 DOI:10.1108/yc-10-2022-1625
E. Maziriri, B. Nyagadza, Brian Mabuyana, T. Rukuni, M. Mapuranga
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引用次数: 1

摘要

目的研究健康意识、谷物感知营养、享乐主义饮食价值观和功利主义饮食价值观对消费者谷物消费态度、谷物支付意愿、谷物产品实际消费、谷物产品消费满意度和谷物消费持续性的影响。设计/方法/方法这项研究采用了定量方法。考试在南非东开普省(SA)完成。采用结构化问卷收集380名Z世代谷物产品消费者的数据。采用智能偏最小二乘软件进行结构方程建模分析,对假设模型进行检验。结果发现,研究变量之间存在显著的关联,令人惊讶的是,享乐饮食价值观和对谷物消费的态度之间的关系被发现是不显著的。谷类消费态度对健康意识与谷类消费意愿、谷类营养感知与谷类消费意愿、享乐主义饮食价值观与谷类消费意愿、功利主义饮食价值观与谷类消费意愿之间的关系具有显著正向中介作用。原创性/价值本研究为已有的谷物消费行为知识体系增添了新的、新鲜的知识。这一领域在南非等非洲发展中国家很少得到研究关注。
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Marketing cereal to the generation Z cohort: what are the key drivers that stimulate consumer behavioural intentions in South Africa?
Purpose This paper aims to examine how health consciousness, perceived nutrition of cereals, hedonic eating values and utilitarian eating values would influence consumers’ attitudes towards cereal consumption, willingness to pay for cereals, actual consumption of cereal products, cereal product consumption satisfaction and continuance of cereal consumption. Design/methodology/approach The research embraced a quantitative approach. The examination was completed in the Eastern Cape province of South Africa (SA). A structured questionnaire was used to collect data from 380 Generation Z consumers of cereal products. Structural equation modelling analysis was used using the smart partial least squares software to test the hypothesized model. Findings The results uncovered that the study variables were significantly associated, and surprisingly, the relationship between hedonic eating values and attitudes towards cereal consumption was found to be insignificant. It was also found that attitudes toward cereal consumption positively and significantly mediated the relationship between health consciousness and willingness to pay for cereals, perceived cereal nutrition and willingness to pay for cereals, hedonic eating values and willingness to pay for cereals and utilitarian eating values and willingness to pay for cereals. Originality/value This research adds new, fresh knowledge to the established body of knowledge on cereal consumption behaviour. This area has had little research attention in developing African countries like SA.
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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