Consumers attitude and repurchase intention towards convenience foods among Gen-Z

The purpose of this research is to explore consumer attitudes and repurchase intention towards snack products, with a particular focus on Generation Z consumers. A research model was developed to evaluate the relationship between consumer attitudes and repurchase intentions towards snack products. The purposive sampling method was used to survey 220 respondents in Coimbatore city. The latent variables in the model are Knowledge (K), Trust (T), Motivation (M), Perceived Benefits (PB), Perceived Risk (PR), Attitude (A) and Repurchase Intention (RI) with regard to snack products. The structural equation modeling (SEM) in SmartPLS 4 software was used to analyse this proposed model and the model's suitability was verified using various fit indices. The results indicated that a one-unit increase in attitude towards snack products leads to a 0.702 unit increase in repurchase intention, highlighting a strong positive influence. This study offers valuable insights for marketers and food manufacturers to enhance consumer trust, motivation and perceived benefits, while addressing perceived risks to foster positive attitudes. The validated SEM model provides a strong theoretical foundation for comprehending consumer behaviour in this segment.