GENERATION Z CONSUMERS’ MOTIVES AND BARRIERS TO PURCHASING ORGANIC FOOD PRODUCTS IN SERBIA

Semir Vehapi; Sanja Mitic

doi:10.5937/ekoPolj2104985V

Authors

Semir Vehapi State University of Novi Pazar, Novi Pazar, Republic of Serbia https://orcid.org/0000-0002-7503-6716
Sanja Mitic University of Belgrade, Faculty of Economics, Belgrade, Serbia https://orcid.org/0000-0003-1365-273X

DOI:

https://doi.org/10.5937/ekoPolj2104985V

Keywords:

organic food market, Generation Z, purchasing organic food, consumer motivations, Serbia

Abstract

The aim of this study is to identify and analyze the main motives and barriers for purchasing organic food in the Generation Z market segment in Serbia. A quantitative study was conducted through a survey questionnaire filled out by 213 students from three universities. The results are based on descriptive statistics, the independent samples t-test and the analysis of variance. Quality and health protection and improvement are identified as the primary motives for purchasing organic food, proving that egoistic motives prevail over altruistic ones. The most important barriers hindering organic food consumption are high price, lack of information, and limited availability. The willingness of Generation Z members to accept high market prices for organic food depends on their monthly household income. These findings could be used by organic food producers and retailers to predict buying behavior and adapt their promotional activities on the Serbian market.

Downloads

Download data is not yet available.

References

Alviola, P.A., & Capps O. (2010). Household demand analysis of organic and conventional ﬂuid milk in the United States based on the 2004 Nielsen Homescan panel. Agribusiness, 26(3), 369–388.

Blanc, S., Massaglia, S., Borra, D., Mosso, A., & Merlino, V.M. (2020). Animal welfare and gender: a nexus in awareness and preference when choosing fresh beef meat? Italian Journal of Animal Science, 19 (1), 410-420.

Botonaki, A., Polymeros, K., Tsakiridou, E., & Mattas, K. (2006). The role of food quality certifcation on consumers’ food choices. British Food Journal, 108(2), 77–90.

Bruschi, V., Shershneva, K., Dolgopolova, I., Canavari, M., & Teuber, R. (2015). Consumer perception of organic food in emerging markets: Evidence from Saint Petersburg, Russia. Agribusiness, 31(3), 414-432.

Bryla, P. (2016). Organic food consumption in Poland: Motives and barriers. Appetite, 105, 737-746.

Bryla, P. (2018). Organic food online shopping in Poland. British Food Journal, 120(5), 1015–1027.

Chen, J., Lobo, A., & Rajendran, N. (2014). Drivers of organic food purchase intentions in mainland China - evaluating potential customers’ attitudes, demographics and segmentation. International Journal of Consumer Studies, 38(4), 346–356.

Chinnici, G., D’Amico, M. & Pecorino, B. (2002). A multivariate statistical analysis on the consumers of organic products. British Food Journal, 104(3/4/5): 187-199.

Cerjak, M., Mesić, Ž., Kopić, M., Kovačić, D., & Markovina, J. (2010). What motivates consumers to buy organic food: Comparison of Croatia, Bosnia Herzegovina, and Slovenia. Journal of Food Products Marketing, 16(3), 278–292.

Ćendić, J., & Zarić, V. (2019). Motives of Buying Organic Products in the Republic of Serbia. Agrieconomica, 48(82), 71-78. [in Serbian: Ćendić, J., & Zarić, V. (2019), Motivi kupovine organskih proizvoda u Republici Srbiji].

Davies, A., Titterington, A., & Cochrane, C. (1995). Who buys organic food? A profile of the purchase of organic food in Northern Ireland. British Food Journal, 97(10), 17-23.

De Magistris, T., & Gracia, A. (2008). The decision to buy organic food products in Southern Italy. British Food Journal, 110(9), 929-947.

Durham, C.A. & Andrade, D. (2005, July 24-27). Health vs Environmental Motivation in Organic Preferences and Purchases: Selected paper 136128. AAEA Annual Meeting, Providence, Rhode Island. https://econpapers.repec.org/paper/agsaaea05/19221.htm

Djokić, N., & Milićević, N. (2016). Organic consumer profile and obstacles for increasing consumption of organic food in Serbia. The Annals of the Faculty of Economics in Subotica, 53(36), 65-77.

Essoussi, L.H., & Zahaf, M. (2008), Decision making process of community organic food consumers: an exploratory study. Journal of Consumer Marketing, 25(2), 95-104.

González, J. A. A. (2009). Market trends and consumer profile at the organic farmers’ market in Costa Rica. British Food Journal, 111(5), 498–510.

Govindasamy, R., DeCongelio, M., & Bhuyan, S. (2006). An evaluation of consumer willingness to pay for organic produce in the Northeastern U.S. Journal of Food Products Marketing, 11(4), 3-20.

Grubor, A., & Djokić, N. (2016). Organic food consumer profile in the Republic of Serbia. British Food Journal, 118(1), 164-182.

Hartman Group. (2010). Beyond organic & natural 2010. Retrieved February 10, 2019, from http://www.hartman-group.com/pdf/BON%20%20Webi¬nar%20Apr2010.pdf

Hill, H., & Lynchehaun, F. (2002). Organic milk: attitudes and consumption patterns. British Food Journal, 104(7), 526-542.

Hoefkens, C., Verbeke, W., Aertsens, J., Mondelaers, K., & Van Camp, J. (2009). The nutritional and toxicological value of organic vegetables. Consumer perception versus scientific evidence. British Food Journal, 111(10). 1062–1077.

Hutchins, R.K., & Greenhalgh, L.A. (1997). Organic confusion: sustaining competitive advantage. British Food Journal, 99(9), 336-338.

Janssen, M. (2018). Determinants of organic food purchases: Evidence from household panel data. Food Quality and Preference, 68, 19–28.

Jensen, K. O. D., Denver, S., & Zanoli, R. (2011). Actual and potential development of consumer demand on the organic food market in Europe. NJAS – Wageningen Journal of Life Sciences, 58(3–4), 79–84.

Jolly, D.A. (1991). Determinants of organic horticultural products consumption based on a sample of California consumers. Acta Horticulture, 295, 41–148.

Jonas, A., & Roosen, J. (2008). Demand for milk labels in Germany: organic milk, conventional brands, and retail labels. Agribusiness, 24(2), 192–206.

Kitchen, P., & Proctor, T. (2015). Marketing communications in a post-modern world. Journal of Business Strategy, 36(5), 34-42.

Leerattanakorn, N. (2017). Determinants of Green Consumption of Generation Y in Chiang Mai, Thailand. MFU Connex. 6(2), 1–21.

Liu, Z., Kanter, C. A., Messer, K. D., & Kaiser, H. M. (2013). Identifying significant characteristics of organic milk consumers: A CART analysis of an artefactual field experiment. Applied Economics, 45(21), 3110–3121.

Magnusson, M.K., Arvola, A., Koivisto Hursti, U., Aberg, L. & Sjoden, P.O. (2001). Attitudes towards organic foods among Swedish consumers. British Food Journal, 103(3), 209-26.

Magnusson, M.K., Arvola, A., Koivisto Hursti, U.K., Åberg, L., & Sjödén, P.O. (2003). Choice of organic foods is related to perceived consequences for human health and to environmentally friendly behavior. Appetite, 40, 109–117.

Manghiuc, I., & Petrescu, C. (2020). Integration of Generation Z in the Professional Environment. LUMEN Proceedings, 14, 414-425. https://doi.org/ 10.18662/lumproc/ibmage2020/3.

Michaelidou, N., & Hassan, L. M. (2008). The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International Journal of Consumer Studies, 32(2), 163–170.

Mitić, S., & Gligorijević, M. (2015). Consumers’ attitudes, knowledge and consumption of products with nutrition and health claims. Economics Of Agriculture, 62(2), 335-352.

Ministry of Agriculture, Forestry and Water Management of the Republic of Serbia (MAFWM) - Directorate for national reference laboratories. (2018). Organic products export in 2018 by country of export. Retrieved November 1, 2020, from http://www.dnrl.minpolj.gov.rs/download/organska/2018/7%20Organska%20proizvodnja%20u%20Srbiji/Izvoz%202018%20po%20zemljama.Pdf

Ministry of Agriculture, Forestry and Water Management of the Republic of Serbia (MAFWM). (2019a). Organic plant production – areas by types of organic plant production 2011-2019. Retrieved March 6, 2021, from http://www.minpolj.gov.rs/organska/

Ministry of Agriculture, Forestry and Water Management of the Republic of Serbia (MAFWM). (2019b). List of producers involved in organic product processing in 2019. Retrieved April 6, 2021, from http://www.minpolj.gov.rs/organska/

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 Consumer Services, 52(1), 101926.

Moser, A. K. (2016). Buying organic – decision-making heuristics and empirical evidence from Germany. Journal of Consumer Marketing, 33(7), 552–561.

Muposhi, A., Surujlal, J., & Dhurup, M. (2015). The green dilemma: Reﬂections of a Generation Y consumer cohort on green purchase behavior. The Journal of Transdisciplinary Research in Southern Africa, 11(3), 225–240.

Nikolić, A., Uzunović, M., & Spaho, N. (2014). Lifestyle pattern underlying organic and traditional food consumption. British Food Journal, 116(11), 1748–1766.

Nielsen N.V. (2015). We are what we eat: Healthy eating trends around the world. Global health and wellness report. https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/Nielsen20Global20Health20and20Wellness20Report20-20January202015-1.pdf

Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behavior: understanding why consumers buy or do not buy organic food. British Food Journal, 107(8), 606-625.

Pellegrini, G., & Farinello, F. (2009). Organic consumers and new lifestyles: An Italian country survey on consumption patterns. British Food Journal, 111(9), 948-974.

Pino, G., Peluso, A., & Guido, G. (2012). Determinants of regular and occasional consumers’. Journal of Consumer Affairs, 46 (1), 157-169.

Pomsanam, P., Napompech, K., & Suwanmaneepong, S. (2014). Factors driving Thai consumers’ intention to purchase organic foods. Asian Journal of Scientific Research, 7(4), 434–446.

Radman, M. (2005). Consumer consumption and perception of organic products in Croatia. British Food Journal, 107(4), 263-273.

Regine, K.M. (2011). Generation Y consumer choice for organic foods. Journal of Global Business Management, 7, 1-13.

Roitner-Schoesberger, B., Darnhofer, I., Somsook, S., & Vogl, C.R. (2008). Consumer perceptions of organic foods in Bangkok, Thailand. Food Policy, 33 (2), 112–121.

Sangkumchaliang, P. & Huang, W.C. (2012). Consumers’ Perceptions and Attitudes of Organic Food Products in Northern Thailand. International Food and Agribusiness Management Review, 15(1), 87-102.

Schifferstein, H., & Oude Ophuis, P. (1998). Health-related determinants of organic food consumption in Netherlands. Food Quality and Preference, 9(3), 119-133.

Schifani, G. & Migliore, G. (2011). Solidarity purchase groups and the new critical and ethical consumer trends: frst results of a direct study in Sicily. New Medit, 10(3), 26–33.

Schrank, Z., & Running, K. (2018). Individualist and collectivist consumer motivations in local organic food markets. Journal of Consumer Culture, 18(1), 184–201.

Sondhi, N. (2014). Assessing the organic potential of urban Indian consumers. British Food Journal, 116(12), 1864–1878.

Stobbelaar, D.J., Casimir, G., Borghuis, J., Marks, I., Meijer, L. & Zebeda, S. (2007). Adolescents’ attitudes towards organic food: a survey of 15- to 16-year-old school children. International Journal of Consumer Studies, 31(4), 349-56.

Su, C.J., Tsai, C.K., Chen, M. & Quing, W. Lv. (2019). U.S. Sustainable Food Market Generation Z Consumer Segments. Sustainability, 11(13), 3607.

Teng, C. C., & Lu, C. H. (2016). Organic food consumption in Taiwan: Motives, involvement, and purchase intention under the moderating role of uncertainty. Appetite, 105, 95–105.

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.

Tregear, A., Dent, J.B. & McGregor, M.J. (1994). The demand for organically grown produce. British Food Journal, 94(4), 21-25.

Tsakiridou, E., Zotos, Y., & Mattas, K. (2006). Employing a dichotomous choice model to assess willingness to pay (WTP) for organically produced products. Journal of Food Products Marketing, 12(3), 59–69.

Tung, S. J., Shih, C. C., Wei, S., & Chen, Y. H. (2012). Attitudinal inconsistency toward organic food in relation to purchasing intention and behavior: An illustration of Taiwan consumers. British Food Journal, 114(7), 997–1015.

Vapa-Tankosić, J., Ignjatijević, S., Kranjac, M., Lekić, S., & Prodanović, R. (2018). Willingness to pay for organic products on the Serbian market. International Food and Agribusiness Management Review, 21(6), 791-801.

Vehapi, S. (2015). A study of the consumer motives which inﬂuence the purchase of organic food in Serbia. Economic Themes, 53(1), 102-118. [in Serbian: Vehapi, S. (2015). Istraživanje motiva potrošača koji utiču na kupovinu organske hrane u Srbiji].

Vega-Zamora, M., Torres-Ruiz, F. J., Murgado-Armenteros, E. M., & Parras-Rosa, M. (2014). Organic as a heuristic cue: What Spanish consumers mean by organic foods. Psychology and Marketing, 31(5), 349–359.

Vlahović, B., Puškarić, A., & Jeločnik, M. (2011). Consumer attitude to Organic Food Consumption in Serbia. Petroleum Gas University of Ploiesti Bulletin, 18(1), 45-52.

Vlahović, B., & Šojić, S. (2016). Research on consumers’ attitudes towards organic agricultural-foodstuff products and their brands. Agrieconomica, 45(70), 33-46. [in Serbian: Vlahović, B., & Šojić, S. (2016), Istraživanje stavova potrošača o organskim poljoprivredno-prehrambenim proizvodima i njihovim brendovima].

Vukasovič, T. (2016). Consumers’ perceptions and behaviors regarding organic fruits and vegetables: Marketing trends for organic food in the twenty-first century. Journal of International Food & Agribusiness Marketing, 28(1), 59–73.

Wandel, M., & Bugge, A. (1997). Environmental concern in consumer evaluation of food quality. Food Quality and Preference, 8(1), 19–26.

Wier, M., O’Doherty Jensen, K., Andersen, L.M., Millock, K, & Rosenkvist, L. (2008). The character of demand in mature organic food markets: Great Britain and Denmark compared. Food Policy, 33(5), 406–421.

Willer, H., Travniček, B., Meier, C., & Schlatter, B. (2021). The World of Organic Agriculture. Statistics and Emerging Trends 2021. FiBL/Frick/IFOAM.

Xie, B., Wang, L., Yang, H., Wang, Y., & Zhang, M. (2015). Consumer perceptions and attitudes of organic food products in eastern China. British Food Journal, 117(3), 1105–1121.

Zagata, L. (2012). Consumers’ beliefs and behavioral intentions towards organic food. Evidence from the Czech Republic. Appetite, 59(1), 81–89.

Zagata, L. (2014). Towards conscientious food consumption: Exploring the values of Czech organic food consumers. International Journal of Consumer Studies, 38(3), 243–250.

Zakowska-Biemans, S. (2011). Polish consumer food choices and beliefs about organic food. British Food Journal, 113(1), 122–137.

Zanoli, R., & Naspeti, S. (2002). Consumer Motivations in the Purchase of Organic Food. British Food Journal, 104(8), 643-653.

Zepeda, L., Chang, H. S., & Leviten-Reid, C. (2006). Organic food demand: A focus group study involving Caucasian and African-American shoppers. Agriculture and Human Values, 23(3), 385–394.

Žeželj, I., Milošević J., Stojanović Ž., & Ognjanov G. (2012). The motivational and informational basis of attitudes toward foods with health claims. Appetite, 59(3), 960-967.