Stressful eating indulgence by generation Z: a cognitive conceptual framework of new age consumers’ obesity
Stressful eating indulgence by generation Z: a cognitive conceptual framework of new age consumers’ obesity
Purpose: This study aims to delineate the phenomenon of stressful eating within generation Z due to the times they are living in and to extract propositions which elucidate phases of stressful eating within Zers.
Design/methodology/approach: Based on relevant literature on consumer obesity, theories of pure impulse buying and reasoned action, cognitive constructs eminent for reasoned conditioned behaviour are extracted. Followed by extraction of the reasoned conditioned behaviour and its cognitive constructs within Zers. Thereafter, a conceptual framework is developed with propositions of stressful eating within Zers.
Findings: Zers indulge in reasoned conditioned behaviour initially owing to their healthy understanding insights, and the activations of cognitive capacities within them due to the law of effect. The law of effect is cyclical after the first reasoned consumption among Zers, leading to obesity and constricting self-controlling behaviour.
Originality/value: To the best of the authors’ knowledge, this is the first study that provides a deep understanding of the cognitive mechanism orienting generation Z’s stressful eating indulgence even though they have higher healthy lifestyle understandings.
Generation Z, Law of effect, Obesity, Pure impulse buying, Stressful eating, Theory of reasoned action
2978-3006
Priporas, Constantinos-Vasilios
d7aa0406-d198-453a-9a76-e60036318aef
Vellore Nagarajan, Durga
1e20c74f-1ed1-4dcf-8f2b-6ff4fe05d084
Kamenidou, Irene (Eirini)
2e1afd37-b527-4f5a-9837-ccaf9a7f9c84
30 November 2022
Priporas, Constantinos-Vasilios
d7aa0406-d198-453a-9a76-e60036318aef
Vellore Nagarajan, Durga
1e20c74f-1ed1-4dcf-8f2b-6ff4fe05d084
Kamenidou, Irene (Eirini)
2e1afd37-b527-4f5a-9837-ccaf9a7f9c84
Priporas, Constantinos-Vasilios, Vellore Nagarajan, Durga and Kamenidou, Irene (Eirini)
(2022)
Stressful eating indulgence by generation Z: a cognitive conceptual framework of new age consumers’ obesity.
European Journal of Marketing, 56 (11), .
(doi:10.1108/EJM-06-2021-0386).
Abstract
Purpose: This study aims to delineate the phenomenon of stressful eating within generation Z due to the times they are living in and to extract propositions which elucidate phases of stressful eating within Zers.
Design/methodology/approach: Based on relevant literature on consumer obesity, theories of pure impulse buying and reasoned action, cognitive constructs eminent for reasoned conditioned behaviour are extracted. Followed by extraction of the reasoned conditioned behaviour and its cognitive constructs within Zers. Thereafter, a conceptual framework is developed with propositions of stressful eating within Zers.
Findings: Zers indulge in reasoned conditioned behaviour initially owing to their healthy understanding insights, and the activations of cognitive capacities within them due to the law of effect. The law of effect is cyclical after the first reasoned consumption among Zers, leading to obesity and constricting self-controlling behaviour.
Originality/value: To the best of the authors’ knowledge, this is the first study that provides a deep understanding of the cognitive mechanism orienting generation Z’s stressful eating indulgence even though they have higher healthy lifestyle understandings.
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Revised -Consumer Obesity-4 Ed
- Accepted Manuscript
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10-1108_EJM-06-2021-0386
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Accepted/In Press date: 9 February 2022
e-pub ahead of print date: 8 March 2022
Published date: 30 November 2022
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Publisher Copyright:
© 2022, Emerald Publishing Limited.
Keywords:
Generation Z, Law of effect, Obesity, Pure impulse buying, Stressful eating, Theory of reasoned action
Identifiers
Local EPrints ID: 470745
URI: http://eprints.soton.ac.uk/id/eprint/470745
ISSN: 0309-0566
PURE UUID: 2fdf1bc1-c338-4d12-be05-430748a8f166
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Date deposited: 19 Oct 2022 16:46
Last modified: 17 Mar 2024 04:15
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Contributors
Author:
Constantinos-Vasilios Priporas
Author:
Durga Vellore Nagarajan
Author:
Irene (Eirini) Kamenidou
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