31, July 2025

A STUDY ON HOW PSYCHOGRAPHIC VARIABLES INFLUENCE GENERATION Z’S PREFERENCES FOR GLUTEN FREE PRODUCTS

VOLUME-11; ISSUE-7; JULY-2025

Author(s): MS. YASHIKA SHARMA

Authors Affiliations:

RESEARCH SCHOLAR, IIS DEEMED TO BE UNIVERSITY, JAIPUR.RAJASTHAN

DOIs:10.2015/IJIRMF/202507039     |     Paper ID: IJIRMF202507039


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Abstract.  Over the past few years, there has been a noticeable shift in consumer food preferences, with gluten free products becoming a popular choice among health-conscious individuals- especially the younger generation. What was once a dietary requirement for people with gluten intolerance or celiac disease has now evolved into lifestyle trend followed by many individuals. The present study was conducted using responses from 413 participants in Jaipur, Rajasthan, the samples were collected through an online survey using stratified random sampling method. The main objective of this research was to understand how psychographic variables such as personal taste, lifestyle preferences, health consciousness, and individual attitudes impact the purchase intention for gluten free products among Generation Z. unlike demographic factors like age, or gender, psychographics offer deeper insight into consumer behaviour. To analyze the data, regression analysis was used, which shows a strong and statistically significant relationship between psychographic traits and the decision to purchase gluten free items. Findings from this study indicates that Generation Z is not choosing gluten free products solely for health concerns. Many are influenced by their desire to follow a healthy lifestyle, adopt modern food trends, and even project a status symbol. The result suggests the marketers and product developers should shift their focus from just basic demographic segmentation to a more detailed psychographic approach. Understanding values, motivations, and lifestyle choices can help brands to create better targeted strategies that connects with young, health-conscious consumers. Overall, the study provides meaningful insights into the rising demand for gluten free products in India and the opportunities it presents for growth and innovation I the health and wellness food sector.
Buying Behaviour, Gluten Free Products, Management Marketing, Purchase Intention

Yashika Sharma (2025); A STUDY ON HOW PSYCHOGRAPHIC VARIABLES INFLUENCE GENERATION Z’S PREFERENCES FOR GLUTEN FREE PRODUCTS, International Journal for Innovative Research in Multidisciplinary Field, ISSN(O): 2455-0620, Vol-11, Issue-7, Pp.260-266.          Available on –   https://www.ijirmf.com/

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