Understanding the Perceived Cultural Factors on Food Preferences among Generation Z in Bulacan: Insights for the Local Food Business Sector

This study explores the various cultural factors on the food preferences among Generation Zs’ highlighting emerging trends such as food and health-nutrition, mood as emotional connection, ethics and environmental concern, convenience pattern, weight control and food sensory appeal, in Bulacan, Philippines. The findings highlight the significance of Malolos City as the primary residence of respondents, with a population of 261,189, emphasizing its role as a political and cultural hub. The research reveals that 29.3% of respondents are 20 years old, and 24.4% are 19 years old, indicating a substantial consumer base with growing spending power. Statistical analysis show that while males place greater importance on weight control, Overall differences between male and female respondents regarding food selection criteria are not statistically significant. Additionally, self-employed individuals rated sensory appeal significantly higher than employed respondents, while convenience perceptions approached significance among unemployed respondents. These findings provide practical implications for the food business industry, enabling businesses to tailor marketing strategies and product offerings to meet the diverse needs of Generation Z. The study contributes to consumer behavior literature by examining the interplay of demographic factors and psychological constructs, laying the groundwork for future research on generational food patterns.