Insights into Gen Z online food ordering behavior: leveraging eye-tracking and AI for cognitive analysis
Authors: Khubchandani Salim , Raman Ramakrishnan 
Published: February 2025

Purpose

The purpose of this paper is to gain deeper understanding of the online food ordering behavior of the Generation Z when ordering food online, and their attention towards nutrition information provided on menus. Their state of hunger was used as a moderating variable to also understand if this state altered their level of attention.

Design/methodology/approach

Data were collected from 181 university students belonging to Gen Z in the city of Pune in India, with the help of the Tobii (Model: X2-30), a screen-based eye-tracking device. Participants were invited through their university and offered to participate. The sample comprised both, male and female students in different states of being hungry versus being satiated. An AI-powered eye-tracking visual analytics tool was used to analyze the relevant eye-tracking metrics.

Findings

Calorie and nutritional information on menus did not alter attention of Gen Z consumers’ even among those who claimed to be conscious of their calorie and nutrition intake. This suggests an attitude–behavior gap towards nutrition consciousness. The same was the case among participants claiming to be conscious of nutrition who were satiated, compared to those who were hungry.

Research limitations/implications

The study highlights the need for innovative strategies to effectively communicate nutritional information to Generation Z. Marketers should consider redesigning menu styles and content to make nutritional details more engaging and intuitive. Furthermore, leveraging neuromarketing tools can help identify subconscious consumer preferences. Health professionals and policymakers can use these insights to bridge the attitude–behavior gap in nutrition consciousness, ensuring that nutritional awareness campaigns resonate better with Gen Z, regardless of their hunger state.

Practical implications

Findings accentuate the need to re-assess style and content towards targeting Gen Z students in India with nutritional information to draw greater attention.

Social implications

This study reveals a critical gap in the attention Generation Z pays to nutritional information, emphasizing the need for socially impactful strategies to foster healthier food choices. Educational institutions and public health campaigns can leverage these findings to design more engaging and effective nutritional education programs tailored to Gen Z’s preferences. By understanding the subconscious drivers of food choices, society can promote healthier eating habits and combat rising health issues like obesity and malnutrition. Moreover, incorporating technology-driven insights into public health initiatives can improve the relevance and impact of interventions, encouraging a more health-conscious future generation.

Originality/value

Eye-tracking and an AI-based eye-tracking visual analytics tool has been used for the first time to comprehend the attitudes and behaviors displayed by Generation Z students when ordering food online and delve deeper into variables of nutrition consciousness and state of hunger. Neuromarketing and eye-tracking help delve into the subconscious of consumers.