ANALYZING THE BEHAVIORAL CORRELATES OF GUILT-FREE FOOD CONSUMPTION: STUDY OF GEN Z PERSPECTIVE

This study investigated the factors influencing Gen Z's purchase intentions for guilt-free food products in India. The aim of the study is to examine the relationship of food habits among the current generation using the Theory of Planned behaviour. Using purposive sampling, the data was collected from 318 Gen Z students in major Indian cities. SPSS and AMOS were utilised to conduct the analysis of the sample. The analysis revealed that attitude, perceived behaviour control and subjective norms significantly influenced the purchase behaviour. The study provides valuable insights for marketers, policymakers, and food producers seeking to promote guilt-free food products among this influential demographic. Keywords: Gen Z, Guilt-Free Food, Purchase Intention, Subjective Norms, Perceived Behavioural Control, Food Neophobia