Predictors of Consumer Satisfaction and Continuance of Natural Food Products Across Generations
DOI:
https://doi.org/10.69569/jip.2025.463Keywords:
Consumer satisfaction, Dining behavior, Food continuance, Generational group, Natural food productsAbstract
Consumer priorities have undergone substantial changes, as people now prioritize health and wellness and are willing to spend extra money. The extensive literature review revealed an explicit knowledge and literature gap in consumer satisfaction and patron continuance regarding natural food products across generations. Moreover, the random sampling of 357 participants enabled multiple regression to identify key predictors of patrons' decisions to continue using natural food products. Results showed that consumer satisfaction differs significantly across generational profiles. Specifically, post hoc tests revealed that Generation X has a significantly higher level of satisfaction than millennials and Generation Z, with a significant effect. Likewise, millennials have higher consumer satisfaction than Generation Z, with a large effect size. At the same time, a significant difference exists between patron continuance and the generational profile of consumers of natural food products. Post-hoc tests revealed that Generation X has higher patron continuance than millennials, with small to medium effect sizes. Interestingly, Generation X's level of patron continuance is higher than that of Generation Z, which has a large effect size. Furthermore, millennials are significantly higher than Generation Z, which has a significant effect. While dining behavior and level of satisfaction are significant predictors of consumer continuance, the best-fitting model shows that product preference, amount spent, restaurant, and consumption preference (excluding dining preference) have the most parsimonious and effective combination of predictor variables. These variables, when considered together, provide the most effective and straightforward explanation of consumer continuance. Underscoring dining behaviors and levels of satisfaction in natural food product restaurants is vital to ensure consumer patronage, which enables the success and sustainability of promoting healthy food options across generational groups. Likewise, it is responsive to the sustainability agenda, emphasizing environmental and health practices.
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