Consumer Attitudes and Their Purchasing Decision of Food and Beverages Products on Instagram Advertisements on Generation-Z

Lau, Park Yee (2024) Consumer Attitudes and Their Purchasing Decision of Food and Beverages Products on Instagram Advertisements on Generation-Z. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study aims to investigate the consumer attitudes and purchasing decisions of Generation Z regarding food and beverage products through Instagram advertisements. Generation Z, known for their tech-savviness, actively engages with social media platforms, particularly Instagram. With a preference for visually appealing content, this influential demographic is highly influenced by Instagram ads when making their buying choices. This research delves into understanding the factors that shape Generation Z's attitudes towards these advertisements and the subsequent impact on their decision-making process. Moreover, when it comes to food and beverage products, Generation Z on Instagram tends to be drawn to visually appealing content that showcases trendy and aesthetically pleasing food and drink options. They are more likely to be influenced by posts that feature unique flavours, innovative packaging, and eco-friendly or sustainable practices. Additionally, this generation values authenticity and transparency, so they appreciate content that highlights the quality and sourcing of ingredients, as well as any ethical or social impact associated with the products. By leveraging these preferences, brands can create Instagram advertisements that effectively capture the attention and interest of Generation Z, ultimately influencing their purchasing decisions in the food and beverage industry. Ultimately, this study contributes to the understanding of consumer behaviour on social media platforms, specifically in relation to Generation Z's purchasing decisions in the food and beverage industry.