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

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název periodika

Littera Scripta

ISSN

1802-503X

e-ISSN

1805-9112

Svazek periodika

15

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

19

Strana od-do

58-76

Kód UT WoS článku

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EID výsledku v databázi Scopus

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