Weight-related teasing as a source of consumer motivation for impulsive purchase intention of weight loss dietary supplements: insights from generation Z

Abstract

PurposeAs no prior attempt has been made to investigate the role of weight-related teasing (WRT) as a source of motivation towards impulsive purchase intention of weight loss dietary supplements, this study aims to investigate the factors of devalued self-esteem, weight concerns, dysfunctional eating cognitions, depressive symptoms, attitude, subjective norms and perceived behavioural control from a generation Z perspective.Design/methodology/approachA qualitative study and a cross-sectional survey design has been used along with passive research deception approach where data has been obtained from 377 obese and overweight participants from eight major Indian cities using intercept approach. Besides, verifying the questionnaire using principal component analysis and internal consistency, the provided hypotheses are evaluated by structural equation modelling and its related tests. Inductive content analysis method has also been applied for the qualitative analysis.FindingsThe findings indicate that the hypothesized factors have a considerable influence on one another, implying acceptance of all 12 proposed hypotheses. Additionally, this study suggests that generation Z individuals are swayed more by price and impulsiveness than by product quality. Even though people prefer purchasing such supplements primarily for quicker results, people fear potential health hazards in the future.Originality/valueThis study links WRT from a psychosocial perspective by focusing on youth consumer behaviour. With the limited number of works on concerned variables, this study addresses vital issues concerning generation Z individuals’ health attitude.