Priporas, C.; Vellore-Nagarajan, D.; Kamenidou, I.

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

Article

Priporas, C., Vellore-Nagarajan, D. and Kamenidou, I. 2022. Stressful eating indulgence by Generation Z: a cognitive conceptual framework of new age consumers’ obesity. European Journal of Marketing. https://doi.org/10.1108/EJM-06-2021-0386

Publication dates
Type	Article
Title	Stressful eating indulgence by Generation Z: a cognitive conceptual framework of new age consumers’ obesity
Authors	Priporas, C., Vellore-Nagarajan, D. and Kamenidou, I.
Abstract	Purpose: To delineate the phenomenon of stressful eating within generation Z due to the times they are living in. To extract propositions which elucidate phases of stressful eating within Zers. Methodology: Based on relevant literature on consumer obesity, theories of pure impulse buying and reasoned action, cognitive constructs eminent for reasoned conditioned behaviour is 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: It 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.
Publisher	Emerald Publishing Limited
Journal	European Journal of Marketing
ISSN	0309-0566
Online	08 Mar 2022
Publication process dates
Deposited	17 Feb 2022
Accepted	09 Feb 2022
Accepted author manuscript	Consumer Obesity.pdf
Copyright Statement	Copyright © 2022, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher
Digital Object Identifier (DOI)	https://doi.org/10.1108/EJM-06-2021-0386
Language	English

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