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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出版者
The Balkan Scientifc Association of Agrarian Economists, Belgrade, Institute of Agricultural Economics, Belgrade, (Serbia), Academy of Economic Studies, Bucharest (Romania)
其它主题
Food choice motives; Generation z; Food choice questionnaire; Food marketing
语言
英语
格式
application/pdf
许可
Copyright (c) 2021 Economics of Agriculture
类型
Journal Article; Journal Part; Journal Article; Journal Part
来源
Ekonomika poljoprivrede; Vol. 68 No. 1 (2021): Economics of Agriculture; 127-140, 2334-8453, 0352-3462
2025-09-23
2026-02-03
Dublin Core
在Google Scholar上查找
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