Factors Influencing Generation Z's Purchase Intentions Towards Grab

Abstract

This study aims to analyze the factors influencing the purchasing intentions of snack products such as chips, juices, packaged cakes, and energy drinks among Generation Z in Algeria. The research focuses on six key factors: lifestyle adaptation, social influence, low price, product availability, product quality, and product design in the context of the Grab-and-Go food industry. Data were collected from 710 participants through electronic surveys distributed via social media and analyzed using statistical methods. The results of the overall variance analysis indicated a value of 63.16%, with social influence emerging as the most significant factor affecting purchasing intentions, followed by other factors. Additionally, the results of multiple regression analysis confirmed a positive relationship between these factors and the purchasing intentions of ready-to-eat foods among this youth demographic.