Effects of food related life style on restaurant choice: A research on Gen-Z consumers

The purpose of this study is to investigate food-related lifestyles of Z generation consumers and to examine their effects on restaurant selection. In the research, a literature regarding the dependent and independent variables was reviewed as first step, and the scales to be used were determined. The quantitative research method was preferred. Questionnaire form was used as data collection tool. After data collection, the validity and reliability tests of the scales of the questionnaire were conducted to prove the usability of the questionnaire. Then, factor analysis and regression analysis were performed. After the data analyses process it was revealed that seven out of the twenty hypotheses developed of the research were supported. The results showed that Z generation adapt to food knowledge life style and the results also showed that there is a relationship between food knowledge and restaurant characteristics, and between novelty-seeking, and attitudes and behaviors of employees, and food and beverages. It was found that there is a relationship between the lifestyle seeking locality and restaurant characteristics; the attitudes and behaviors of the employees, and the menu and atmosphere and there is no significant relationship between the search for naturalness and adventure seeking lifestyles and the factors affecting restaurant selection. It was also found that Z generation dine out five times and more in a month, pays around 26,00 – 51,00_TL per person per restaurant visit and they go to restaurant to spend time with family and friends. At the end of the research, some suggestions were made for researchers and restaurant operators.