Stressful eating indulgence by generation Z: a cognitive conceptual framework of new age consumers’ obesity

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.

Citation

Priporas, C.-V., Vellore-Nagarajan, D. and Kamenidou, I.(E). (2022), "Stressful eating indulgence by generation Z: a cognitive conceptual framework of new age consumers’ obesity", European Journal of Marketing, Vol. 56 No. 11, pp. 2978-3006. https://doi.org/10.1108/EJM-06-2021-0386