group project report on marketing research barriers to healthy eating of gen z in ha noi

Factors influence the intention of healthy eating among Gen Z in Ha Noi1.1.. This study fills gaps inunderstanding this understudied cohort by using quantitative methods to gain in-depth

GROUP PROJECT REPORT ON MARKETING RESEARCH BARRIERS TO HEALTHY EATING OF GEN Z IN HA NOI

Subject: Marketing Research Lecturer: Nguyen Thi Minh Anh

GROUP 3 STUDENT NAME - STUDENT ID

Pham Hoang Mai - HS160238Hoang Tien Thanh - HS163283Nguyen Hoai Phuong - HS163012Duong Thi Huong - HS163377Nguyen Thi Thuy Linh - HS160695

5 Structure of research paper

II Literature Review

1 Factors influence the intention of healthy eating among Gen Z in Ha Noi

4 Gaps in the literature

III Research methodology

1 Research design - Why use quantitative analysis?

2 Survey form - Questionnaire Design

IV Result and discussion

1 Actual sample size

4 Implications of the research

V Conclusion and Limitations

VI References

Abstract: In the context of rising rates of obesity and diet-related diseases among

Vietnamese youth, this study aims to understand the barriers affecting the intention of healthy

norm, Attitude impact on Intention of healthy eating The results indicate 3 factors impact onthe intention of healthy eating with the Subjective norm is the greatest factor The findingsprovide valuable insights to guide social marketing and public health strategies aimed atimproving nutrition and well-being among Vietnamese Gen Z This study fills gaps inunderstanding this understudied cohort by using quantitative methods to gain in-depthinsights into barriers to positive behavior change.

Keywords: healthy eating, perceived disadvantage, subjective norm, attitude.

I Introduction

1 Research background

Healthy eating is defined as consuming a varied, balanced diet that provides the body withadequate macro- and micronutrients to support optimal health and reduce risk of chronicdiseases (WHO, 2018) This includes eating plenty of fruits, vegetables, whole grains, leanproteins, low-fat dairy, and healthy fats while limiting added sugars, sodium, saturated andtrans fats, and processed foods (CDC, 2021; USDA, 2022) Adopting an overall healthy,balanced eating pattern has been consistently linked to better health outcomes and reducedrisk of obesity, heart disease, diabetes, and certain cancers (WHO, 2018)

Unhealthy diets are a growing concern worldwide, contributing to rising rates of obesity,cardiovascular disease, diabetes and other chronic illnesses (WHO, 2022) In Vietnamspecifically, traditional diets high in vegetables, fruits and whole grains are rapidly shiftingtoward increased consumption of processed foods high in sugar, fat and salt This nutritiontransition has been driven by economic growth, urbanization and greater access toconvenience foods (Harris, J., Nguyen, P.H., Tran, L.M., & Huynh, P.N 2020)

Generation Z, defined as those born between 1997-2012 (ages 10-25 in 2022) (Foran, 2023),are especially vulnerable to forming poor lifelong eating habits Studies globally show Gen Zdisplays less healthy eating patterns and nutrition knowledge compared to previousgenerations (Kymäläinen, T., Seisto, A., & Malila, R 2021) In Vietnam, research hasfocused on understanding Gen Z consumption in cities like Ho Chi Minh and Hanoi, whichhave the highest exposure to convenience food marketing (Nguyen et al., 2020; Tran et al.,2022)

This study aims to identify key barriers that prevent Generation Z (Gen Z) aged 12-26 yearsold in Hanoi from adopting healthy eating habits As Gen Z represents an importantconsumer market and the future generation of parents, understanding their perspectives onnutrition provides valuable insights By elucidating the factors deterring this demographicfrom healthy eating, this research seeks to inform effective interventions, policies, andsolutions aimed at improving dietary behaviors and nutrition-related health outcomes amongVietnamese youth The findings will benefit public health initiatives, food marketers, andother stakeholders seeking to encourage lifelong healthy eating patterns among thisimpressionable cohort

To Identify Key Barriers:

The primary objective is to identify and categorize the main barriers that prevent Generation

Z individuals in Ha Noi from adopting and maintaining healthy eating habits

To Explore Knowledge and Awareness:

Assess the level of knowledge and awareness among Generation Z in Ha Noi regarding theimportance of healthy eating and how it may influence their dietary choices

To Provide Insights for Interventions:

Based on the findings, develop recommendations and insights that can inform futureinterventions, policies, or marketing strategies aimed at promoting healthy eating amongGeneration Z in Ha Noi

To Contribute to Public Health Knowledge:

The overarching objective is to contribute valuable insights to the field of public health andnutrition by identifying and addressing the barriers that Generation Z faces in adopting andmaintaining healthy eating practices in Ha Noi

Where does Gen Z usually get information about nutrition and healthy eating? Which sources

do they trust the most?

Approach:

What types of content, messengers, timing, and approaches appeal most to Gen Z whenreceiving information related to Healthy Eating?

What kinds of policies, options, programs or service types would GenZ like to receive to helpthem overcome key barriers to effectively accessing the Healthy Eating method?

4 Research contributions

Theoretical perspective:

This research seeks to enrich the understanding of the determinants of barriers to healthyeating behaviors among Generation Z individuals in Ha Noi By delving deep into thisdemographic, we aim to shed light on the intricate factors influencing their dietary choices.Moreover, our study lays the groundwork for future research endeavors, with the potential toextend the examination to other age groups and professions This expansion will enable us toidentify both similarities and differences, further contributing to the body of knowledge inthis area

Managerial perspective:

The insights derived from our research hold significant importance for businesses.Understanding the factors that create barriers and drive the adoption and purchase of greenproducts among consumers is crucial This knowledge empowers businesses to ensure thepromotion and availability of healthy products, thus aligning with consumer preferences andsustainability goals Additionally, our findings provide valuable information for policymakers and health organizations Armed with this knowledge, they can develop targetedintervention strategies aimed at improving the eating habits of young people, thus positivelyimpacting public health and well-being

5 Structure of research paper

In the research paper, we devine into 6 parts: Introduction, Literature Review, Research methodology,Results and Discussion, Conclusion and Limitation and Reference In the introduction, we will explain the background of this research In the section of Literature Review, we will explain the literature that we use in the research and pose the hypotheses About Research methodology, we present the way that we use to evaluate hypotheses After knowing the model and method, we are going to show the result that we conducted and the result of data analysis, as well as discussion Last but not least, we will conclude based on the result and draw out the limitations of the research

II Literature Review

1 Factors influence the intention of healthy eating among Gen Z in Ha Noi

1.1 Perceived disadvantages

Perceived disadvantages refer to the negative aspects or drawbacks that individuals associatewith healthy eating These can include factors like cost, time constraints, lack of choice, (Sogari, G., Velez-Argumedo, C., Gómez, M.I., & Mors, C 2018)

High price

foods (Steenhuis et al., 2011)

Many studies find that adolescents and young adults believe fresh fruits, vegetables, wholegrains, lean proteins and other nutritious items are more expensive compared to processedfoods, fast food and convenience items (Rustad & Smith, 2013) This perception of healthyeating as being unaffordable can negatively impact motivation and behaviors to improve diet

Source: Leading reasons for choosing to eat healthily among Generation Z in Vietnam as

of March 2022

While healthy eating offers notable advantages for both physical and mental well-being, itimposes significant financial burdens on consumers From a financial perspective, healthyfood is commonly viewed as more costly than conventional food items A substantial 36,7%

of consumers identify "the high cost of healthy food" as a hindrance to adopting healthiereating habits (Nguyen, M N 2022)

Time constraint

Time Constraint refers to the limitation or scarcity of time available for individuals, in thiscase, Generation Z, to make food-related decisions, prepare meals, and engage in healthyeating practices

Generation Z often leads busy lives with multiple commitments, including school, work,extracurricular activities, and social engagements These busy schedules can leave limitedtime for planning, preparing, and enjoying healthy meals As a result, Gen Z individuals mayopt for fast food, takeout, or convenient but less nutritious options, as they are perceived asquicker and more accessible The academic and career pressures faced by Gen Z can furtherexacerbate time constraints A packed schedule with tight deadlines can make it challenging

on fast, often less healthy, food choices (Vaitkeviciute et al., 2014)

Based on a survey conducted by Decision Lab & Vero, it was found that 45% of surveyedGen Z individuals in Vietnam reported that time limitations acted as a barrier to theirconsumption of nutritious meals

Lack of food choices

Perceived Lack of Food Choices refers to the belief or perception among individuals thathealthy eating options are limited in diversity

Generation Z often has a preference for a variety of food choices They may perceive thathealthy options are limited in variety and may find them less appealing than a diverse range

of less healthy options (Larson et al., 2012)

H1: Perceived disadvantages affect the intention of healthy eating among Gen Z in Ha Noi.

1.2 Subjective norms

Subjective norms entail the perception that a significant individual or a collective willendorse and endorse a specific conduct They are shaped by the perceived influence exerted

by others, compelling an individual to act in a particular way, and the individual's inclination

to adhere to those people's opinion (Ham, M., Jeger, M., & Frajman Ivković, A 2015) Subjective norms, which encompass the influence of family, friends, celebrities, and variousmedia sources, can indeed act as potential barriers to healthy eating for Generation Z Theopinions and behaviors of those within their social circles and the messages conveyed bycelebrities and media outlets may impact Gen Z's dietary choices and attitudes towardshealthy eating For instance, the pressure to conform to the eating habits of friends or thedietary preferences promoted by celebrities and media can deter young individuals frommaking healthier food choices Additionally, family traditions and norms related to food canalso play a role in shaping the dietary habits of Generation Z These influences are supported

by research in the field of social psychology and health behavior, which highlights the

related practices (Ajzen, 1991)

This survey shows that family, friends, and others play a 36% role in influencing healthyeating among Gen Z (Decision Lab & Vero, 2022)

H2: Subjective norms affect the intention of healthy eating among Gen Z in Ha Noi.

1.3 Attitudes

An attitude is a lasting and comprehensive assessment (such as positive or negative) of aperson, object, or topic Attitudes can be founded on emotional, cognitive, or behavioral dataand can differ in their intensity, including their durability, resistance to change, andpredictability of influencing one's actions (Bizer, G Y., Barden, J., & Petty, R E 2006) Negative attitudes, which encompass factors like taste preferences, perceiving healthy eating

as unnecessary, challenging to practice, or lacking knowledge about nutrition, can serve assignificant barriers to healthy eating for Generation Z

Perceive undelicious

Research suggests many adolescents and young adults find healthy foods like fruits,vegetables, and salads less delicious than indulgent junk foods (Birch, 1999) This lack ofsatisfaction and pleasure from nutritious eating can act as a barrier to maintaining healthydiets

Perceive unnecessary

eating nutritious foods (Gellar et al., 2007)

This attitude acts as a barrier to healthy dietary intentions and behaviors among youth Astudy by Stevenson et al (2007) found that adolescents who believed it was pointless to eathealthily because everyone dies in the end were less likely to report positive attitudes orintentions regarding nutrition Other research shows associations between feeling healthyeating is unnecessary and lower fruit/vegetable consumption, higher soft drink intake, andreduced motivation to improve diet among teenagers (Bruening et al., 2012)

of high sugar in soda, and confused about types of fats and their health impact (Meppelink etal., 2019) In other words, Gen Z often lacks complete and accurate KOH about nutritionalrequirements, food groups and their nutrients, energy balance, and diet-health links Thisknowledge deficit negatively impacts their ability to plan and maintain healthy diets.Improving KOH is thus essential for Gen Z to make informed food choices and adopt healthyeating habits (Kolodinsky et al., 2007) 75% of the survey participants expressed the need formore straightforward guidance on maintaining a nutritious and well-balanced diet, and 65%indicated they lacked sufficient education on healthy eating during their time in schoolSouthey, F (2021) This study will examine KOH as a factor influencing the healthy eatingbehaviors of Gen Z

H3: Attitudes affect the intention of healthy eating among Gen Z in Ha Noi.

Based on 3 factors influencing the intention of healthy eating among Gen Z in Ha Noi, the following hypotheses are proposed:

H1 Perceived disadvantages affect the intention of healthy eating among Gen Z in Ha NoiH2 Subjective norms affect the intention of healthy eating among Gen Z in Ha NoiH3 H3: Attitudes affect the intention of healthy eating among Gen Z in Ha Noi

3 Conceptual Framework

Based on thoroughly researched theory and secondary data, this paper suggests a conceptualframework integrating the barriers to healthy eating of gen Z in Ha Noi, proposed by previousauthors Figure 1 introduces the conceptual model developed from factors that prevent Gen Zfrom Healthy Eating The proposed factors have been frequently mentioned throughoutstudies within the field of health belief

In this research, the chosen five factors were studied by either combining some factors ortesting them separately Thus, the conceptual framework used to examine the factors is up todate, designed to fit the intended field of study

Figure 1: Conceptual framework for Factors that Prevent Gen Z from Healthy Eating

4 Gaps in the literature

The marketing research report on "Barriers to Healthy Eating of Gen Z in Ha Noi" delves intothree critical factors: perceived disadvantages, subjective norm, and attitude While existingliterature provides valuable insights into these factors, there are noticeable gaps that warrantfurther investigation

Firstly, the specific nuances of Gen Z's perceptions of the disadvantages of healthy eating inthe context of Ha Noi remain largely unexplored This research aims to bridge this gap byexamining the unique barriers that this demographic faces in a local setting

celebrities, and media, has been studied separately rather than collectively By consideringthe combined effects of these subjective norm sources, the study addresses an underexploredarea within the current literature

Lastly, attitudes towards healthy eating often focus on general aspects, without diving intothe multifaceted nature of Gen Z's attitudes By exploring the complexities of their attitudes,this research seeks to contribute to a more comprehensive understanding of the barriers theyface In addressing these gaps, this research aims to offer a nuanced perspective on thebarriers to healthy eating among Gen Z in Ha Noi, enabling more tailored marketingstrategies to promote healthier eating habits in this demographic

III Research methodology

1 Research design - Why use quantitative analysis?

According to Joseph F Hair , Jr, in quantitative research, formal questions and preparedresponse possibilities are used in surveys sent to large groups of people Consider J D Powerand Associates doing a countrywide mail survey on customer satisfaction among new vehiclecustomers or American Express conducting a nationwide study on travel patterns withtelephone interviews when you think of quantitative research The research challenges areclear and well-defined when using quantitative approaches, and the decision maker andresearcher have agreed on the precise information required

Quantitative research methods are most commonly connected with descriptive and causalresearch designs, although they are also related with exploratory designs on occasion Aresearcher, for example, may pilot test questionnaire questions to evaluate how well theymeasure a construct before adding them in a larger study The ability of an interviewer orobserver to communicate and analyze data is more important than the ability to develop andadminister a questionnaire accurately

The primary aims of quantitative research are to collect data that will allow you to (1)develop accurate predictions about links between market elements and behaviors, (2) getrelevant insights into those interactions, (3) validate relationships, and (4) test hypotheses.Quantitative researchers have received extensive training in construct formulation, scalemeasurement, questionnaire design, sampling, and statistical data analysis Furthermore,quantitative researchers must be able to convert numerical data into relevant narrativeinformation, eventually creating a compelling data-supported tale Finally, quantitativeapproaches are statistically projectible to the population of interest and comparatively moretrustworthy because each question is asked to all respondents in the same way

(Hair, 2008)

Google form of survey

Independent variable

“Perceived disadvantages, subjective norms, attitude ”

● Eating healthy is expensive

● Healthy eating takes moretime to prepare than regularfood

● Healthy food is not diverse

or abundant

(Steenhuis et al., 2011)(Vaitkeviciute et al.,2014)

● Friends influence my diet

● Celebrities influence mydiet

● Social media affects my diet

● Books and magazinesinfluence my diet

(Ham, M., Jeger, M., &Frajman Ivković, A.2015)

● I lack motivation to practicehealthy eating habits

● I lack knowledge abouthealthy eating

Bizer, G Y., Barden, J.,

& Petty, R E (2006)

Dependent variable

“The intention to change from eating fast food to eating healthy”

Intentions 5-point Likert Type

scale ranging from