Factors of food influencers affecting the food purchasing decisions of Gen Z consumers in Ho Chi Minh City

This study identified the main factors of food influencers affecting the food purchasing decisions of Gen Z consumers in Ho Chi Minh City. In addition, the study measured the impact of a trusted source (attractiveness, trustworthiness, and expertise) on an influencer, the message exchange process, social interaction, and the decision-making process to create a premise for further research on this topic. This study is expected to provide necessary information for planners and market researchers to keep up with the needs and consumption intentions of Gen Z and the market. The study also proposed management implications and solutions to optimize performance and raise consumer awareness in Ho Chi Minh City