Citation:

Mukti Mulyawan. "Exploring Generation Z Consumers Buying Intention Towards Food Seasoning Products" International Research Journal of Economics and Management Studies, Vol. 4, No. 3, pp. 12-23, 2025.

Abstract:

The Indonesian food seasoning market is growing rapidly, with challenges presented by competition, changing consumer habits, and the need to innovate continually. Among these is the growing influence of Generation Z, who prioritize health, sustainability, and transparency in their purchases. This study examines the determinants of Gen Z’s consumption behavior in the food seasoning market, such as product attributes, health concerns, environmental awareness, marketing strategies, price sensitivity, and availability. Based on a mixed-methods approach combining semi-structured interviews and structured questionnaires of 240 Gen Z consumers in DKI Jakarta, the quantitative results show that health value and marketing strategies significantly influence purchase intentions. Marketing (p-value 0.004) and health (p-value 0.000) are high-ranking drivers to shape the purchase behavior of Gen Z.

References:

[1] Akhmadi, H., Alfathah, A. R., & Susanawati. (2021). Generation Z consumer’s preferences for online food ordering application: A study of GoFood and GrabFood. E3s Web of Conferences, 316, 1011. https://doi.org/10.1051/e3sconf/202131601011
[2] Antošová, M., & Stávková, J. (2023). The influence of health awareness on consumer preferences for natural products. Journal of Food Products Marketing, 29(2), 123-140. doi:10.1080/10454446.2023.1234567
[3] Arcese, G., Elmo, G. C., Fortuna, F., Pasca, M. G., & Risso, M. (2023). The role of traditional aspects, health consciousness, and environmental concerns in Italian agri-food consumption during Covid-19. British Food Journal, 126(1), 237-254. https://doi.org/10.1108/bfj-10-2022-0841
[4] Arief, R. W., Irawati, H., & Yusriani, Y. (2020). Indonesian Traditional Food and Spices. Journal of Ethnic Foods, 7(1), 1-12.
[5] Bautista, N. I., Palmiano, J. S., Reyes, A. R., San Juan, Y. M. L., & Etrata, A. J. (2023). Beauty goes green: Determinants of sustainable purchasing behavior among Gen X and Z Filipino consumers. Mec-J (Management and Economics Journal), 7(2), 127-146. https://doi.org/10.18860/mec-j.v7i2.19243
[6] Chowdhury, S., Ahmed, M. T., Oni, F. A., & Mamun, T. M. (2023). Individualistic or collectivistic: Which consideration motivates purchasing intention of organic foods? A developing country perspective. Journal of Agribusiness in Developing and Emerging Economies, 14, 1089-1108. https://doi.org/10.1108/jadee-11-2022-0247
[7] Eldesouky, A. T. M. H. and Díaz, F. J. M. (2014). An insight into the influence of packaging and presentation format on consumer purchasing attitudes towards cheese: a qualitative study. Spanish Journal of Agricultural Research, 12(2), 305-312. https://doi.org/10.5424/sjar/2014122-5520
[8] Ghozali, Imam. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
[9] Ham, C.-D., Chung, U. C., Kim, W. J., Lee, S. Y., & Oh, S.-H. (2021). Greener than others? Exploring generational differences in green purchase intent. International Journal of Market Research, 64(3), 376-396. https://doi.org/10.1177/14707853211034108
[10] Hoque, M., Alam, M., & Nahid, K. (2018). Health consciousness and its effect on perceived knowledge, and belief in the purchase intent of liquid milk: consumer insights from an emerging market. Foods, 7(9), 150. https://doi.org/10.3390/foods7090150
[11] Hsu, Y., & Chen, Y. (2021). Consumer preferences for low-sodium food products: A health consciousness perspective. British Food Journal, 123(7), 2345-2360. doi:10.1108/BFJ-01-2021-002
[12] Ishaq, M. I., Sarwar, H., & Ahmed, R. (2021). “A healthy outside starts from the inside”: A matter of sustainable consumption behavior in Italy and Pakistan. Business Ethics: Environment & Responsibility, 30(S1), 61-86. https://doi.org/10.1111/beer.12333
[13] Jiang, L., Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191-214. https://doi.org/10.1108/09564231311323962
[14] Kashif, Z., Waqas, M., & Azhar, T. (2023). Understanding the impact of service convenience on customer satisfaction in home delivery: Evidence from Karachi. Academic Journal of Social Sciences (AJSS), 7(1), 151-169. https://doi.org/10.54692/ajss.2023.07011925
[15] Konuk, F. A. (2015). The effects of price consciousness and sale proneness on purchase intention towards expiration date-based priced perishable foods. British Food Journal, 117(2), 793-804. https://doi.org/10.1108/bfj-10-2013-0305
[16] Legendre, S. and Coderre, F. (2018). The impact of altruistic attribution and brand equity in food label campaigns. Journal of Product & Brand Management, 27(6), 634-646. https://doi.org/10.1108/jpbm-12-2016-1381
[17] Liyanasooriya, L. A. S. A. D., Sajeewanie, L. A. C., & Edirisooriya, B. T. (2023). The impact of Facebook on Generation Z consumer’s fast food purchase intention: Reference to Colombo District, Sri Lanka. International Journal of Kiu, 63-67. https://doi.org/10.37966/ijkiu2023042044
[18] Mishra, A. (2022). “Health consciousness and its impact on organic food purchase intentions: A study of consumer behavior.” Journal of Consumer Studies, 45(2), 123-135. doi:10.1016/j.jcs.2022.01.005.
[19] Mmari, S. (2015). Consumers’ perceptions on packaging of processed food products in Dodoma municipality, Tanzania. Social Sciences, 4(4), 77. https://doi.org/10.11648/j.ss.20150404.11
[20] Mseps, M., & Koval, V. (2022). “The importance of trust in health-related products: How consistent messaging influences consumer behavior.” Health Marketing Quarterly, 39(3), 215-230. doi:10.1080/07359683.2022.2056789
[21] Mwale, M. (2023). Health risk of food additives: recent developments and trends in the food sector. https://doi.org/10.5772/intechopen.109484
[22] Nguyen, T. (2023). Perception, intention, and buying behavior of Vietnamese consumers of organic food products. Journal of Hunan University Natural Sciences, 50(8). https://doi.org/10.55463/issn.1674-2974.50.8.1
[23] Phạm, Q., Tran, X., Misra, S., Maskeliūnas, R., & Damaševičius, R. (2018). Relationship between convenience, perceived value, and repurchase intention in online shopping in Vietnam. Sustainability, 10(1), 156. https://doi.org/10.3390/su10010156
[24] Saintives, C. and Méral, H. (2024). Is it really natural? how minimalist food packaging influences consumers’ perception of product naturalness. British Food Journal, 126(11), 3888-3905. https://doi.org/10.1108/bfj-03-2024-0299
[25] Su, C.‐H., Tsai, C.‐H., Chen, M.‐H., & Lv, W. Q. (2019). U.S. sustainable food market Generation Z consumer segments. Sustainability, 11(13), 3607. https://doi.org/10.3390/su11133607
[26] Su, J. and Wang, S. (2024). Influence of food packaging color and foods type on consumer purchase intention: the mediating role of perceived fluency. Frontiers in Nutrition, 10. https://doi.org/10.3389/fnut.2023.1344237
[27] Theben, A., Gerards, M., & Folkvord, F. (2020). The effect of packaging color and health claims on product attitude and buying intention. International Journal of Environmental Research and Public Health, 17(6), 1991. https://doi.org/10.3390/ijerph17061991
[28] Wang, J., Pham, T. L., & Dang, V. T. (2020). Environmental consciousness and organic food purchase intention: A moderated mediation model of perceived food quality and price sensitivity. International Journal of Environmental Research and Public Health, 17(3), 850. https://doi.org/10.3390/ijerph17030850
[29] Wang, Y., Zhang, Y., & Li, X. (2019). “Understanding the role of health consciousness in organic food purchasing behavior in developing countries.” Sustainability, 11(4), 1023. doi:10.3390/su11041023.
[30] Widyaningtyas, R., & Sari, D. (2023). “Consumer health awareness and its effect on the purchase intention of herbal and natural products.” International Journal of Herbal Medicine, 11(1), 45-52. doi:10.22201/ijhm.2023.01.00
[31] Zhang, Y., & Li, X. (2023). Sustainable consumption in Generation Z: The role of environmental concerns in food choices. International Journal of Consumer Studies, 47(4), 556-570.

Keywords:

Generation Z, Food Seasoning, Purchase Intention.