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@article{197265,
        author = {Ananya Agrawal and Rohit Pathak and Aman Saxena and Yash Kumar Singh},
        title = {Price vs Health: Analysing Consumer Willingness to Pay for Healthy Desserts},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {6184-6202},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=197265},
        abstract = {This study investigates how Generation Z's perceptions of health and pricing relate to dessert purchases. This study attempts to determine how much Gen Z is genuinely willing to pay for dessert options that are promoted as healthier substitutes using a combination of a planned primary survey and a review of the literature. The study examines elements such as brand positioning, ingredient transparency, and the general health-consciousness that is increasingly prevalent in this age range. This study aims to provide a better understanding of the actual gap between health knowledge and actual purchasing behaviour in the dessert industry by analysing previous research and gathering first-hand information from students.},
        keywords = {Gen Z consumer behaviour, Willingness to pay, Healthy dessert, Price sensitivity, Health perception in food choices, Health-conscious},
        month = {April},
        }