Food Choices of Gen-Z University Students in Bangladesh

Abstract

This study delves into factors driving food preference in Bangladesh's Generation Z, focusing on traditional food consumption habits. Interventions with international trends with the role for social, technological, socio-economic, and cultural dynamics that shape the food choice among Bangladeshi Generation Z. Present study applying a qualitative research design with 30 in-depth interviews with university students. The collected data were analyzed using thematic analysis and coding with NVivo 12 software to identify key patterns and themes. Findings confirm that factors such as cost consideration, food quality, social media influence, global trends and family tradition, street food presentation, seasonal and weather demand, and changing food flavor significantly impact Generation Z's choice of foods to consume. Cuisine brands and family traditions intertwine, with international cuisines becoming increasingly preferred, with traditional foods holding a strong presence during family occasions and cultural events and celebrations. Foods with pleasure and healthy offerings are desired, and food flavor changes with changing seasons and weather requirements. Food with health issues, nutrition level, food environment, and food access and price are also the major factors for students that are constraints their choosing the food for the generation. Findings serve to inform interventions that must follow in terms of custom preservation, improvement in nutritional values, and intervention of global food trends, factoring in price and changing demand.