Estratégias de marketing e a influência no comportamento de consumo alimentar de jovens

Abstract

This paper aims to discuss the consumption choices of young people aged between 18 and 25 in 2025, identifying how marketing techniques influence this public's eating habits, together with the variables of income and gender. Furthermore, the work also demonstrates the behaviour of generation Z in terms of a more active consumer in relation to the image of the organisation and the socio-environmental responsibility of companies, thus demanding a good positioning of the organisation to guarantee its continuity. The general objective of the research is to analyse the relationship between food consumption choices among respondents and the relationship with exposure to advertising campaigns, analysing the effects they have on the behaviour of young people. In order to analyse this problem, a qualitative and exploratory study was carried out using questionnaires with 106 respondents, all of whom lived in João Pessoa. The questionnaires, available on Google Forms, were administered at universities in João Pessoa, as well as on social networks, and the data was analysed in graphs and tables on Google Sheets. Among the results obtained, it can be seen that generation Z considers concern for environmental causes to be an important factor and that women opt for delivery more than men. In addition, income is inversely related to consumption, especially when it comes to going to restaurants, since the public with lower purchasing power goes more often than the public with better conditions. The conclusion is that marketing strategies have an influence on this public, and it is essential for companies to understand consumer needs in order to make their products attractive.