Shaping Food Consumption Among Generation Z in Mexico City: The Role of Digital Stimuli and Brand Engagement in Restaurant Decision-Making.

Generation Z consumers are reshaping food consumption patterns in urban digital environments, particularly in restaurant contexts characterized by high choice complexity and uncertainty. In Mexico, the evolution of the restaurant industry has intensified the need to understand how digital cues shape consumer food choices. Addressing this gap, this study examines how Social Media Marketing (SMM), Social Media electronic Word of Mouth (Social Media eWOM), and Social Media Influencers (SMIs) shape food consumption intention among Generation Z in Mexico City. Grounded in the Stimulus-Organism-Response (SOR) model and integrating the attitudinal foundations of the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB), this study analyzes how these digital factors impact food consumption intention (operationalized as restaurant purchase intention) through the mediating psychological mechanism of Consumer Brand Engagement (CBE). A quantitative, non-experimental design was employed using a sample of 406 respondents, and data were analyzed through Structural Equation Modeling (SEM). The results indicate that the model explains 73.6% of the variance in food consumption intention. SMM emerged as the strongest direct predictor, followed by Social Media eWOM and SMIs. Crucially, CBE mediates only the relationship between influencers and consumption intention. Conversely, both SMM and Social Media eWOM exert direct effects that bypass affective engagement. These findings highlight the role of digital ecosystems as cognitive proxies in restaurant selection, providing actionable insights for restaurant SMEs to optimize digital strategies and enhance economic resilience. They also suggest potential implications for healthier and more sustainable urban food environments.