Buying Preferences and Buying Behavior of Gen Z Consumers on Co-Branded Products

This paper seeks to determine how the antecedent of buying preference affects the buying behavior of Gen consumers of co-branded fast-food products, the respondents of the research would be the students for Tarlac State University as Generation Z or students have a higher sense of brand consciousness).This paper seeks to determine how the antecedent of buying preference affects the buying behavior of Gen consumers of co-branded fast-food products, with co-branding as a moderator, the respondents of the research would be the students for Tarlac State University as Generation Z or students have a higher sense of brand consciousness.No significant correlation was found between their socio-economic condition and aspirations in life.Multiple linear regression reveals that social influence has a moderately strong significant impact which means that Gen Z is influenced by peers, trends, and social approval in making purchases, market-related preferences also show a strong and positive significant correlation which suggests that Gen Z student consumers value practicality and long-term benefits in the products they choose, However, the moderating effect of co-branding on this relationship is not significant on both product and brand fit.