Gender and Consumer Choice: the Influence of Perceived Body Image on the Food Purchasing Behaviour of Generation X Females.

Abstract

Little research has been conducted into the food purchasing habits of the market sector known as Generation X. Using a sequential mixed method research design, this study investigates the links between perceived body image and food purchasing behaviour among Generation X females. The study found that while there are eight specific factors that influence food purchasing behaviour among this group, the most dominant factor related to physical appearance.