Abstract
With 78 million members (Moore 2012), the purchasing power of the Millennial generation is not to be ignored. Food consumption trends among the Millennial generation has been a topic of discussion in various disciplines (c.f.: Detre et al. 2010; Pomarici and Vecchio 2014); however, very little has been explored in the marketing discipline. These tech-enthusiasts – born between 1982 and 2004 – are currently the largest generational cohort in the global market (Nielsen 2014). This study attempts to understand how generational characteristics attributed to Millennial consumers connect to their level of involvement related to their app usage frequency.
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Cuilty, E.K., Pehlivan, E. (2018). Apps to Eat by: The Relationship Between Product Involvement and On-Demand Food Consumption Among Millennials: An Abstract. In: Rossi, P., Krey, N. (eds) Marketing Transformation: Marketing Practice in an Ever Changing World. AMSWMC 2017. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-68750-6_13
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DOI: https://doi.org/10.1007/978-3-319-68750-6_13
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