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Using the Theory of Planned Behaviour (TPB), this study examines the key factors influencing Generation Z’s purchase intention street food. The factors analysed include attitude, subjective norms and perceived behavioural control, as well as additional factors such as perceived value and convenience. The research approach is quantitative with SEM modelling and a sample of 366 young people. The main findings indicate that perceived value and desirability have a positive and significant influence on purchase intention; from this relationship, desirability stands out with a high influence on perceived behavioural control. Attitude and subjective norms also have a moderate influence on purchase intention. In conclusion, the results of the study suggest that the incorporation of technology into processes and the adoption of digital marketing strategies would increase the purchase intention of street food.

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Key Factors in the Purchase Intention Street Food Among Generation Z in the Border City of Tacna, Peru

  • 会议论文

  • 发表日期：

    2025年

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  • Marco A. Nolasco-Mamani,
  • Norma C. Velásquez Rodríguez,
  • Ana N. Martinez Valdivia,
  • Renza L. Gambetta Quelopana,
  • Klinge O. Villalba-Condori,
  • Sam M. Espinoza Vidaurre

摘要

Using the Theory of Planned Behaviour (TPB), this study examines the key factors influencing Generation Z’s purchase intention street food. The factors analysed include attitude, subjective norms and perceived behavioural control, as well as additional factors such as perceived value and convenience. The research approach is quantitative with SEM modelling and a sample of 366 young people. The main findings indicate that perceived value and desirability have a positive and significant influence on purchase intention; from this relationship, desirability stands out with a high influence on perceived behavioural control. Attitude and subjective norms also have a moderate influence on purchase intention. In conclusion, the results of the study suggest that the incorporation of technology into processes and the adoption of digital marketing strategies would increase the purchase intention of street food.