Marketing cereal to the generation Z cohort: what are the key drivers that stimulate consumer behavioural intentions in South Africa?

Eugine Tafadzwa Maziriri, Brighton Nyagadza, Brian Mabuyana, Tarisai Fritz Rukuni, Miston Mapuranga

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)615-648
Number of pages34
JournalYoung Consumers
Volume24
Issue number5
DOIs
Publication statusPublished - 4 Sept 2023

Keywords

  • Consumers’ attitudes towards cereal consumption
  • Health consciousness
  • Hedonic eating values
  • Perceived nutrition of cereals
  • Utilitarian eating values

ASJC Scopus subject areas

  • Economics, Econometrics and Finance (miscellaneous)
  • Life-span and Life-course Studies

Fingerprint

Dive into the research topics of 'Marketing cereal to the generation Z cohort: what are the key drivers that stimulate consumer behavioural intentions in South Africa?'. Together they form a unique fingerprint.

Cite this