Factors of food influencers affecting the food purchasing decisions of Gen Z consumers in Ho Chi Minh City
Published: July 27, 2026
Abstract
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
Keywords
influencersGeneration Zfood review
References
1.
Hair, J. F. (1998). Multivariate Data Analysis. Prentice Hall, 211-255.
2.
Kanwar, A., & Huang, Y. C. (2022). Exploring the impact of social media influencers on customers' purchase intention: A sequential mediation model in Taiwan context. Entrepreneurial Business and Economics Review, 10(3), 123-141.
3.
Rungruangjit, W. (2022). What drives Taobao live streaming commerce? The role of parasocial relationships, congruence and source credibility in Chinese consumers purchase intentions. Heliyon, 8(6), e09676.
4.
Özkan, M., & Betül Solmaz. (2017). Generation Z - The Global Market's New Consumers and Their Consumption Habits: Generation Z Consumption Scale. European Journal of Multidisciplinary Studies, 2(5), 222-229.
5.
Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. (2021). The impact of social media celebrities' posts and contextual interactions on impulse buying in social commerce. Computers in Human Behavior, 115, 106178
