Skip to content
Littera Scripta
Menu
  • About journal
  • Ethics
  • Editorial board
  • Instructions for Authors
  • Publication fees
  • Contact
  • Waiver policy
  • Open Acces Policy
  • Peer Review Policy
Menu

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

Abstract: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’ 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´ 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.

Authors: Renata Skýpalová, Veronika Blašková, Hana Stojanová, Maria Forlicz
Keywords: Generation Y, Generation Z, organics food preference, logit model
Volume: 15
Issue: 2

Full article

 

  • Current Issue

Archive

  • Littera Scripta 2024 (Volume 17)
    • 2/2024
    • 1/2024
  • Littera Scripta 2023 (Volume 16)
    • 2/2023
    • 1/2023
  • Littera Scripta 2022 (Volume 15)
    • 2/2022
    • 1/2022
  • Littera Scripta 2021 (Volume 14)
    • 1/2021
  • Littera Scripta 2020 (Volume 13)
    • 2/2020
    • 1/2020
  • Littera Scripta 2019 (Volume 12)
    • 2/2019
    • 1/2019
  • Littera Scripta 2018 (Volume 11)
    • 2/2018
    • 1/2018
  • Littera Scripta 2017 (Volume 10)
    • 2/2017
    • 1/2017
  • Littera Scripta 2016 (Volume 9)
    • 3/2016
    • 2/2016
    • 1/2016
  • Littera Scripta 2015 (Volume 8)
    • 2/2015
    • 1/2015
  • Littera Scripta 2014 (Volume 7)
    • 2/2014
    • 1/2014
  • Littera Scripta 2013 (Volume 6)
    • 2/2013
    • 1/2013
  • Littera Scripta 2012 (Volume 5)
    • 2/2012
    • 1/2012
  • Littera Scripta 2011 (Volume 4)
    • 2/2011
    • 1/2011
  • Littera Scripta 2010 (Volume 3)
    • 1-2/2010
© 2025 Littera Scripta | Powered by Minimalist Blog WordPress Theme