Kiran Cotha

Type of the article: Research Article

Abstract
Direct-to-consumer brands bypass the traditional distribution channel and directly market their products to their target consumers through the internet. In recent years, direct-to-consumer brands have become the preferred choice for Gen Y and Gen Z consumers during online shopping. This study aims to investigate the impact of online ratings and reviews, recommendations, and brand awareness on customer attitudes and brand trust towards direct-to-consumer brands, as well as the roles of brand trust and brand attitude in influencing the purchase intentions of Gen Z and Gen Y in India. This study employed a cross-sectional and quantitative research design, and primary data were collected from Indian Gen Z and Gen Y consumers who frequently purchase food from DTC brands online, providing relevant insights into the buying behavior of DTC brands. Self-administered questionnaire was designed and circulated online via email and LinkedIn platform. Data were collected from 8 December 2024 to 8 January 2025 in Bhubaneswar, a smart city in India. Furthermore, out of the 300 distributed questionnaires, 214 correctly filled questionnaires are considered for further data analysis. This study adopted Partial Least Squares Structural Equation Modelling for data analysis. The study’s findings suggest that review and ratings (β = 0.124, p < 0.05), recommendations (β = 0.276, p < 0.001), and brand awareness (β = 0.475, p < 0.001) all contribute to building brand trust. Further recommendations (β = 0.298, p < 0.001), brand awareness (β = 0.475, p < 0.001), and review and ratings (β = 0.115, p < 0.05) all have a positive influence on brand attitude. Furthermore, attitude (β = 0.710, p < 0.001) and brand trust (β = 0.178, p < 0.05) significantly influenced purchase intention. The findings of this study contribute to the existing body of knowledge on DTC brand buying behavior of Gen Z and Gen Y. This study also offers valuable insights for direct-to-consumer brand managers seeking to enhance the engagement and conversion rates of Gen Z and Gen Y consumers.