Generational Shifts in Consumer Perceptions and Consumption of Nutraceutical Products: The Influence of Advertising and Health Awareness

Abstract

In the present study, generational differences has been explained by consumers attitude and consumption of nutraceutical products with a special emphasis on ad influence and health consciousness. This study is descriptive and analytical type of research to obtain the data from the respondents, and the number of respondents contains 300 respondents from generation Z and millennials, Generation X and Baby Boomers. The collected data were analysed using descriptive statistics and the Chi-square test using five-point Likert's statements. The results pointed towards a positive attitude among consumers towards the use of nutraceutical products, and that increased awareness of their health products and advertising are some of the factors that influenced their consumption. Overall, millennials showed the higher degree of orientation towards a nutraceutical product, followed by Generation Z, Generation X and Baby Boomers. Data revealed a new generation gap in nutraceutical consumption and therefore generation-specific marketing and communication strategies should be considered.