Purpose: The study aimed to investigate the impact of different attributes of ice creams on purchase decisions among Generation Z consumers.

Methodology: The study is based on a survey of 233 Generation Z consumers who consumed ice cream. The questionnaire consisted of three sections, i.e., demographics, purchase behavior, and consumer behavior. The structural equation modeling (SEM) approach was applied to analyze and interpret the data.

Findings: The study demonstrated that taste, quantity, packaging, and availability influenced the purchase decision of ice cream among Generation Z consumers. The chocolate flavor was the most preferred choice among Generation Z consumers, and they preferred to purchase the ice cream at least once a week.Practical

Implications: The results would provide academicians and business practitioners with practical insights. In the highly competitive FMCG market, this research has important insights for an ice cream brand on specific attributes. A brand could obtain a competitive advantage among Generation Z consumers.

Originality: The study analyzed which specific product attributes played a vital role in selecting an ice cream among Generation Z consumers. These helpful suggestions are offered in order to promote and draw in Generation Z customers for ice cream.

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