Keywords: Perceived nutrition of cereals
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Marketing cereal to the generation Z cohort: what are the key drivers that stimulate consumer behavioural intentions in South Africa?

Eugine Tafadzwa Maziriri, Brighton Nyagadza, Brian Mabuyana, Tarisai Fritz Rukuni, Miston Mapuranga
Journal: Young Consumers: Insight and Ideas for Responsible Marketers
Young Consumers: Insight and Ideas for Responsible Marketers (2023) 24 (5): 615–648.
https://doi.org/10.1108/YC-10-2022-1625
Published: 07 July 2023
...Eugine Tafadzwa Maziriri; Brighton Nyagadza; Brian Mabuyana; Tarisai Fritz Rukuni; Miston Mapuranga Purpose This paper aims to examine how health consciousness, perceived nutrition of cereals, hedonic eating values and utilitarian eating values would influence consumers’ attitudes towards cereal...
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