Are they really green minds? Marketing behavior the customer of two generations y and z in the field of organic food

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F22%3A43922646" target="_blank" >RIV/62156489:43110/22:43922646 - isvavai.cz</a>

Result on the web

<a href="https://littera-scripta.com/are-they-really-green-minds-marketing-behavior-the-customer-of-two-generations-y-and-z-in-the-field-of-organic-food/" target="_blank" >https://littera-scripta.com/are-they-really-green-minds-marketing-behavior-the-customer-of-two-generations-y-and-z-in-the-field-of-organic-food/</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Are they really green minds? Marketing behavior the customer of two generations y and z in the field of organic food

Original language description

The aim of this paper should be filling the current research gap of Generation Y and Generation Z customer preferences in Czech and Slovak Republic market, by identifying the factors determining the purchase of organic food. The research focus has been related to the questions about the price influence, trustiness of organic food quality, healthy impact of this kind of food, brand motivation and place of purchase preferences. The primary data was collected through an identical survey carried during two research cycles, covering generations Y a Z respondents&apos; cohorts. The first cycle of data collection was carried among the respondents of Generation Y in 2014. Then the second cycle was carried among the respondents of Generation Z in the year 2019. Both the surveys cycles were distributed in electronic form among the total amount of 1708 respondents. The relative frequency testing has been used to process the questionnaire data, then the hypothesis verification has been done by testing one variable and two variable tests of frequencies. To analyse the generation Z respondents&apos; purchase factors relations, the logit model has been used. The independent variables have been set the factors determining the purchase, as dependent variable was set the realisation of purchase of organic products. The research findings show that the popularity of organic food is higher for the generation Z than for generation Y. The appearance factor of the organic products does not influence the decision of the Y generation about buying the product, but the factors of availability and quality factors influence the decision the most. The factors determining organic food preferences have been discussed, which can allow company management to establish reliable marketing communication and sale strategy tailored to the generation Y and Z customer segment in Central Easter Europe.

Czech name

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Czech description

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Type

J_ost - Miscellaneous article in a specialist periodical

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2022

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Littera Scripta

ISSN

1802-503X

e-ISSN

1805-9112

Volume of the periodical

15

Issue of the periodical within the volume

2

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

19

Pages from-to

58-76

UT code for WoS article

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EID of the result in the Scopus database

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