Key Factors in the Purchase Intention Street Food Among Generation Z in the Border City of Tacna, Peru

Nolasco-Mamani M.A.; Velásquez Rodríguez N.C.; Martinez Valdivia A.N.; Gambetta Quelopana R.L.; Villalba-Condori K.O.; Espinoza Vidaurre S.M. · Lecture Notes in Networks and Systems (2025) · DOI: 10.1007/978-3-031-93109-3_1

Resumen

Using the Theory of Planned Behaviour (TPB), this study examines the key factors influencing Generation Z's purchase intention street food. The factors analysed include attitude, subjective norms and perceived behavioural control, as well as additional factors such as perceived value and convenience. The research approach is quantitative with SEM modelling and a sample of 366 young people. The main findings indicate that perceived value and desirability have a positive and significant influence on purchase intention; from this relationship, desirability stands out with a high influence on perceived behavioural control. Attitude and subjective norms also have a moderate influence on purchase intention. In conclusion, the results of the study suggest that the incorporation of technology into processes and the adoption of digital marketing strategies would increase the purchase intention of street food. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.

Instituciones: Universidad Privada de Tacna; Universidad Católica Sedes Sapientiae