Published Online:June 2026
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:IJBRM030626
DOI:10.71329/IUPJBRM/2026.23.2.51-63
Author Name:Samridhi Hemant Thukral
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:51-63
Food consumption behavior among young adults is more likely to be affected by marketing strategies and social aspects. The paper investigates the impact of promotions, collectivistic culture, and status influence on food consumption behavior among college students. A quantitative research design was used. Data were collected from 62 college students via online self-report method with a five-point Likert scale. Four constructs were used: promotions, collectivistic culture, status influence, and food consumption behavior. Reliability analysis showed good internal consistency for all constructs. Pearson correlation analysis revealed that there were significant relationships among the variables. Multiple regression analysis showed that the promotional strategies significantly predicted the food consumption behavior, whereas collectivistic culture had a marginal predictive effect, and status influence did not significantly predict the food consumption behavior. Mediation analysis showed that collectivistic culture did not significantly mediate the relationship between promotional strategies and food consumption behavior. The results suggested that promotional strategies may have a stronger influence compared to social influences in shaping the food consumption behavior of college students. The results provide useful insights for marketers and researchers interested in consumer behavior.
The pattern of food consumption among young adults has significantly changed over the past few years due to the growing influence of marketing strategies, media, and lifestyle trends.