S. Mitić, Semir Vehapi
{"title":"Food choice motives of generation Z in Serbia","authors":"S. Mitić, Semir Vehapi","doi":"10.5937/EKOPOLJ2101127M","DOIUrl":null,"url":null,"abstract":"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 Z’s 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. © 2021 EA. All rights reserved.","PeriodicalId":45567,"journal":{"name":"Ekonomika Poljoprivreda-Economics of Agriculture","volume":"68 1","pages":"127-140"},"PeriodicalIF":0.8000,"publicationDate":"2021-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"3","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Ekonomika Poljoprivreda-Economics of Agriculture","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.5937/EKOPOLJ2101127M","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"AGRICULTURAL ECONOMICS & POLICY","Score":null,"Total":0}
引用次数: 3
塞尔维亚Z世代的食物选择动机
本文的主题是塞尔维亚Z世代的食物选择动机。由于研究的重点是特定的代际队列,因此采用代际队列作为理论视角。本研究的目的是了解Z世代的特点和他们的食物选择动机。我们使用食物选择问卷(FCQ)来分析Z世代的动机。一项调查被用来收集数据。样本由来自塞尔维亚三所大学的287名学生组成。采用描述性统计、统计检验和主成分分析等方法对结果进行了分析。确定的最重要的食物选择动机是:感官吸引力、食物的健康和营养属性以及制备的便利性。研究显示,塞尔维亚的Z世代具有发达国家公认的一些共同特征,但也显示出一个有趣的差异,即对道德因素的低估。从营销策略的角度讨论管理意义。©2021 EA保留所有权利。
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