GENERATION Z’s ATTITUDES TOWARD AGRO-ENTREPRENEURSHIP: EXAMINING MOTIVATIONS, CHALLENGES, AND FUTURE PERSPECTIVES

Milovan  Mirkov; Dragan  Bulatović; Danijela  Parojčić

doi:10.59267/ekoPolj25041375M

Authors

Milovan Mirkov University Business Academy, Faculty of Economics and Engineering Management in Novi Sad, Cvećarska street no. 2, 21000 Novi Sad, Serbia
Dragan Bulatović Faculty of Management, University Adriatic, Zemunska 143, Meljine, 85348, Herceg Novi, Montenegro
Danijela Parojčić Faculty of Economics and Engineering Management in Novi Sad, University Business Academy, Cvećarska Street no. 2, 21107 Novi Sad, Serbia

DOI:

https://doi.org/10.59267/ekoPolj25041375M

Keywords:

Agriculture, agroentrepreneurship, agro-business, Generation Z, rural area

Abstract

This paper examines Generation Z attitudes toward agro-entrepreneurship, with particular emphasis on their motivation, perceived challenges, and perspectives on the future of agro-based business ventures. A structured questionnaire was used as the primary data collection instrument, targeting both rural and urban members of Generation Z. Using a snowball sampling method, 263 respondents participated in research during October 2025. Statistical analyses, including Mann-Whitney U and Kruskal-Wallis H tests, revealed that urban members of Generation Z, those from agricultural households, and those with personal agricultural experience exhibit higher otivation, perceive fewer barriers, and express more positive attitudes, highlighting the role of contextual and experiential factors in shaping agro-entrepreneurial engagement. These findings have practical and theoretical significance, providing insights for policymakers and educators to design targeted support programs, promote youth participation in agro-business, and foster sustainable rural development through entrepreneurship initiatives.

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