FOOD CHOICE MOTIVES OF GENERATION Z IN SERBIA
DOI:
https://doi.org/10.5937/ekoPolj2101127MKeywords:
Food choice motives, Generation Z, Food choice questionnaire, food marketingAbstract
The topic of this paper is food choice motives of generation Z in Serbia. Generational cohort is used as a theoretical perspective, as the research is focusing on specific generational cohort. The aim of this research is to understand the characteristics of generation Z and their food choice motives. A Food Choice Questionnaire (FCQ) was used for analyzing generation Zs motives. A survey was used for data gathering. The sample consists of 287 students, from three universities from Serbia. The results are presented based on descriptive statistics, statistical testing and principal component analysis. The most important food choice motives identified are: sensory appeals, health and nutritional food attributes and convenience of preparation. The study revealed that generation Z in Serbia has some common features, as recognized in developed countries, but shows one interesting divergence, regarding the undervaluation of ethical factors. Managerial implications from the perspective of a marketing strategy are discussed.
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References
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29. Steptoe, A., Pollard, T.M., & Wardle, J. (1995). The development of a measure of the motives underlying the selection of food: the Food Choice Questionnaire. Appetite, 25(3), 267–284. https://doi.org/10.1006/appe.1995.0061
30. Szakály, Z., Kontor, E., Kovács, S., Popp, J., Pető, K., & Polereczki, Z. (2018). Adaptation of the Food Choice Questionnaire: the case of Hungary. British Food Journal, 120(7), 1474-1488, https://doi.org/10.1108/BFJ-07-2017-0404
31. Thambiah, S., Khin, A.A., Muthaiyah, S., & Yen, Y.Y. (2015). Organic food consumption among generation Y in Malaysia: a conceptual framework. Journal of Applied Sciences, 15(3), 570-575. https://doi.org/10.3923/jas.2015.570.575
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36. Yepes, M.F. (2014). Mobile Tablet Menus: Attractiveness and Impact of Nutrition Labeling Formats on Millennials Food Choices. Cornell Hospitality Quarterly, 56(1), 58–67. https://doi.org/10.1177/1938965514546371
2. Cerjak, M., Haas, R., Brunner, F., & Tomić, M. (2014). What motivates consumers to buy traditional food products? Evidence from Croatia and Austria using word association and laddering interviews. British Food Journal, 116(11), 1726–1747. https://doi.org/10.1108/bfj-02-2014-0090
3. Chaney, D., Touzani, M., & Ben Slimane, K. (2017). Marketing to the (new) generations: summary and perspectives. Journal of Strategic Marketing, 25(3), 179–189. https://doi.org/10.1080/0965254x.2017.1291173
4. Dabija, D.C. (2018). Enhancing green loyalty towards apparel retail stores: A cross-generational analysis on an emerging market. Journal of Open Innovation: Technology, Market, and Complexity, 4(8), https://doi.org/10.1186/s40852-018-0090-7
5. Dabija, D.C., & Lung, L. (2019). Millennials Versus Gen Z: Online Shopping Behaviour in an Emerging Market. Springer Proceedings in Business and Economics, 1–18. https://doi.org/10.1007/978-3-030-17215-2_1
6. Eertmans, A., Victoir, A., Notelaers, G., Vansant, G., & Van den Bergh, O. (2006). The Food Choice Questionnaire: Factorial invariant over western urban populations? Food Quality and Preference, 17(5), 344–352. https://doi.org/10.1016/j.foodqual.2005.03.016
7. Faber, I., Castellanos Feijoó, N.A., Van de Sompel, L., Davydova, A., & Perez-Cueto, F.J.A. (2020). Attitudes and knowledge towards plant-based diets of young adults across four European countries. Exploratory survey. Appetite, 145, 104498. https://doi.org/10.1016/j.appet.2019.104498
8. Fotopoulos, C., Krystallis, A., Vassallo, M., & Pagiaslis, A. (2009). Food Choice Questionnaire (FCQ) revisited. Suggestions for the development of an enhanced general food motivation model. Appetite, 52(1), 199–208. https://doi.org/10.1016/j.appet.2008.09.01
9. Fromm, J. (2018). How much financial influence does Gen Z have? Retrieved from www.forbes.com/sites/jefffromm/2018/01/10/what-you-need-to-know-about-thefnancial-impact-of-gen-z-influence/#2e2f76c656fc (February 29, 2020).
10. Gagić, S., Jovičić, A., Tešanović, D. ,& Kalenjuk, B. (2014). Motives for food choice among Serbian consumers. Economics of agriculture, 61(1), 41-51. https://doi.org/10.5937/ekoPolj1401041G
11. Goktolga, Z.G., Bal, S.G., & Karkacier, O. (2006). Factors effecting primary choice of consumers in food purchasing: The Turkey case. Food Control, 17(11), 884–889. https://doi.org/10.1016/j.foodcont.2005.06.006
12. Januszewska, R., Pieniak, Z., & Verbeke, W. (2011). Food Choice Questionnaire revisited in four countries. Does it still measure the same? Appetite, 57(1), 94–98. https://doi.org/10.1016/j.appet.2011.03.014
13. Kamenidou, I., Mamalis, A.S., Pavlidis, S., & Bara, E.Z. (2019). Segmenting the Generation Z Cohort University Students Based on Sustainable Food Consumption Behavior: A Preliminary Study. Sustainability, 11(3). https://doi.org/10.3390/su11030837
14. Kamenidou, I., Stavrianea, A. & Bara, E.Z. (2020). Generational Differences toward Organic Food Behavior: Insights from Five Generational Cohorts. Sustainability, 12(6). https://doi.org/10.3390/su12062299
15. Kanchanapibul, M., Lacka, E., Wang, X., & Chan, H. K. (2014). An empirical investigation of green purchase behaviour among the young generation. Journal of Cleaner Production, 66, 528–536. https://doi.org/10.1016/j.jclepro.2013.10.062
16. Kitchen, P. & Proctor, T. (2015). Marketing communications in a post-modern world. Journal of Business Strategy, 36(5), 34-42. https://doi.org/10.1108/JBS-06-2014-0070
17. Küster, I., Vila, N., & Sarabia, F. (2019). Food packaging cues as vehicles of healthy information: Visions of millennials (early adults and adolescents). Food Research International, 119, 170–176. https://doi.org/10.1016/j.foodres.2019.01.051
18. Lissitsa, S., & Kol, O. (2019). Four generational cohorts and hedonic m-shopping: association between personality traits and purchase intention. Electronic Commerce Research. https://doi.org/10.1007/s10660-019-09381-4
19. Marinelli, N., Fabbrizzi, S., Alampi Sottini, V., Sacchelli, S., Bernetti, I., & Menghini, S. (2014). Generation Y, wine and alcohol. A semantic differential approach to consumption analysis in Tuscany. Appetite, 75, 117–127. https://doi.org/10.1016/j.appet.2013.12.013
20. Marjanen, H., Kohijoki, A.M., Saastamoinen, K., & Engblom, J. (2019). Old dogs learning new tricks? The effect of age and generation on shopping behaviour. The International Review of Retail, Distribution and Consumer Research, 29(5), 549– 567. https://doi.org/10.1080/09593969.2019.1664613
21. Markovina, J., Stewart-Knox, B.J., Rankin, A., Gibney, M., de Almeida, M.D.V., Fischer, A Kuznesof, A.S., Poínhos, R., Panzone, L. & Frewer, L. J. (2015). Food4Me study: Validity and reliability of Food Choice Questionnaire in 9 European countries. Food Quality and Preference, 45, 26–32. https://doi.org/10.1016/j.foodqual.2015.05.002
22. Milošević, J., Žeželj, I., Gorton, M., & Barjolle, D. (2012). Understanding the motives for food choice in Western Balkan Countries. Appetite, 58(1), 205–214. https://doi.org/10.1016/j.appet.2011.09.012
23. Molinillo, S., Vidal-Branco, M., & Japutra, A. (2020). Understanding the drivers of organic foods purchasing of millennials: Evidence from Brazil and Spain. Journal of Retailing and Consumer Services, 52, 1-9. https://doi.org/10.1016/j.jretconser.2019.101926
24. Noble, S.M., & Schewe, C.D. (2003). Cohort segmentation. An exploration of its validity. Journal of Business Research, 56, 979–987.
25. Prensky, M. (2001). Digital Natives, digital immigrants part 1. On the Horizon, 9(5), 1–6. https://doi.org/10.1108/10748120110424816
26. Priporas, C.V., Stylos, N., & Fotiadis, A.K. (2017). Generation Z consumers expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374–381. https://doi.org/10.1016/j.chb.2017.01.058
27. Razum, A., Pandža, B.I., & Zekić, Z., (2017). The analysis of the sustainable consumption patterns of generation Z in fashion industry. Ekonomski pregled, 68(3), 297-318.
28. Smith, K.T. (2019). Mobile advertising to Digital Natives: preferences on content, style, personalization, and functionality. Journal of Strategic Marketing, 27(1), 67- 80. https://doi.org/10.1080/0965254X.2017.1384043
29. Steptoe, A., Pollard, T.M., & Wardle, J. (1995). The development of a measure of the motives underlying the selection of food: the Food Choice Questionnaire. Appetite, 25(3), 267–284. https://doi.org/10.1006/appe.1995.0061
30. Szakály, Z., Kontor, E., Kovács, S., Popp, J., Pető, K., & Polereczki, Z. (2018). Adaptation of the Food Choice Questionnaire: the case of Hungary. British Food Journal, 120(7), 1474-1488, https://doi.org/10.1108/BFJ-07-2017-0404
31. Thambiah, S., Khin, A.A., Muthaiyah, S., & Yen, Y.Y. (2015). Organic food consumption among generation Y in Malaysia: a conceptual framework. Journal of Applied Sciences, 15(3), 570-575. https://doi.org/10.3923/jas.2015.570.575
32. Williams, K.C., & Page, R.A. (2011). Marketing to the generations. Journal of Behavioral Studies in Business, 5(1), 1-17.
33. Williams, K.C., Page, R.A., Petrosky, A.R., & Hernandez, E.H. (2010). Multigenerational marketing: descriptions, characteristics, lifestyles and attitudes. Journal of Applied Business and Economics, 11(2), 21-37.
34. Wood, S. (2013). Generation Z as consumers: Trends and innovation. Institute for Emerging Issues, NC State University. Retrieved from https://iei.ncsu.edu/wpcontent/uploads/2013/01/GenZConsumers.pdf (February 27, 2020).
35. Yang, Y., & Land, C.K. (2013). Age-Period-Cohort Analysis: New Models, Methods, and Empirical Applications. Taylor & Francis Group, Boca Raton.
36. Yepes, M.F. (2014). Mobile Tablet Menus: Attractiveness and Impact of Nutrition Labeling Formats on Millennials Food Choices. Cornell Hospitality Quarterly, 56(1), 58–67. https://doi.org/10.1177/1938965514546371
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Published
2021-03-25
How to Cite
Mitić, S., & Vehapi, S. (2021). FOOD CHOICE MOTIVES OF GENERATION Z IN SERBIA. Economics of Agriculture, 68(1), 127–140. https://doi.org/10.5937/ekoPolj2101127M
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Original scientific papers
