MZ세대 외식 소비자의 가치소비 성향이 메뉴 선택속성 및 행동의도에 미치는 영향: M세대와 Z세대의 비교 연구

The Impact of Value Consumption Orientation of MZ Generation Foodservice Consumers on Menu Selection Attributes and Behavioral Intentions: A Comparative Study of Generations M and Z

Purpose – This study aims to investigate the structural relationship between value consumption tendencies, menu selection attributes, and behavioral intentions among MZ generation foodservice consumers, with a specific focus on comparing Generations M and Z to identify potential value-action gaps. Design/Methodology/Approach – A survey was conducted targeting at least 300 MZ generation consumers who had visited foodservice establishments within the last three months. Structural equation modeling (SEM) was employed to test 20 paths connecting four consumption values (Ethical, Social, Functional, and Emotional) to five selection attributes (Taste/Quality, Price, Health/Nutrition, Ethical/Sustainability, and Aesthetic/Trend), and the subsequent impacts on behavioral intentions. Findings – The results indicate that while functional and emotional values significantly drive menu selection, ethical values often fail to translate into health or sustainability-oriented selection attributes, revealing a distinct value-action gap. Notably, the path from functional value to price was significantly stronger for Generation M, whereas the impact of emotional value on aesthetic/trend attributes was more pronounced in Generation Z. Research Implications – These findings suggest that foodservice providers should implement differentiated marketing strategies; Gen M requires cost-efficiency and functional assurance, while Gen Z responds better to “Instagrammable” aesthetic consumption. From a global trade perspective, the study emphasizes that ESG management in the international franchise industry must align with the MZ generation’s digital literacy and evolving consumption values to ensure sustainable competitive advantages in the global market.