Insights into Gen Z online food ordering behavior: leveraging eye-tracking and AI for cognitive analysis

Benchmarking An International Journal, Год журнала: 2025, Номер unknown

Опубликована: Фев. 28, 2025

Purpose The purpose of this paper is to gain deeper understanding the online food ordering behavior Generation Z when online, and their attention towards nutrition information provided on menus. Their state hunger was used as a moderating variable also understand if altered level attention. Design/methodology/approach Data were collected from 181 university students belonging Gen in city Pune India, with help Tobii (Model: X2-30), screen-based eye-tracking device. Participants invited through offered participate. sample comprised both, male female different states being hungry versus satiated. An AI-powered visual analytics tool analyze relevant metrics. Findings Calorie nutritional menus did not alter consumers’ even among those who claimed be conscious calorie intake. This suggests an attitude–behavior gap consciousness. same case participants claiming satiated, compared hungry. Research limitations/implications study highlights need for innovative strategies effectively communicate Z. Marketers should consider redesigning menu styles content make details more engaging intuitive. Furthermore, leveraging neuromarketing tools can identify subconscious consumer preferences. Health professionals policymakers use these insights bridge consciousness, ensuring that awareness campaigns resonate better Z, regardless state. Practical implications accentuate re-assess style targeting India draw greater Social reveals critical pays information, emphasizing socially impactful foster healthier choices. Educational institutions public health leverage findings design effective education programs tailored Z’s By drivers choices, society promote eating habits combat rising issues like obesity malnutrition. Moreover, incorporating technology-driven into initiatives improve relevance impact interventions, encouraging health-conscious future generation. Originality/value Eye-tracking AI-based has been first time comprehend attitudes behaviors displayed by delve variables consciousness hunger. Neuromarketing consumers.

Язык: Английский

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