Algorithms, Purity, and the Plate: A Cross-Generational Study of Consumer Behavior in the Indian Food Retail Ecosystem

The rapid expansion of quick-commerce platforms and digital payment systems has transformed food consumption in urban India. This study investigates the intersection of monetary habits, evolving taste preferences, dietary boundaries, and psychological triggers across Generation X, Millennials, and Generation Z. Using a structured 25-question digital survey across a balanced sample (N = 9) of exclusive vegetarians, eggetarians, and omnivores, this paper uncovers a consumer base driven by rational economic utility and frictionless convenience. Findings reveal that while traditional hospitality norms persist among older respondents, digital bill-splitting and quick-commerce procurement dominate younger cohorts, and public group dining defaults overwhelmingly to vegetarian menus to preserve social harmony.