The Importance Given to Food Naturalness Attributes by Millennial University Students

Eloi Jorge, Ernesto Lopez-Valeiras and Maria Beatriz Gonzalez-Sanchez
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Eloi Jorge: Research Group in Economic Analysis, Accounting and Finance (RGEAF), University of Vigo, 36310 Vigo (Pontevedra), Spain
Ernesto Lopez-Valeiras: Research Group in Economic Analysis, Accounting and Finance (RGEAF), University of Vigo, 36310 Vigo (Pontevedra), Spain
Maria Beatriz Gonzalez-Sanchez: Research Group in Economic Analysis, Accounting and Finance (RGEAF), University of Vigo, 36310 Vigo (Pontevedra), Spain

Sustainability, 2020, vol. 12, issue 2, 1-13

Abstract: So-called natural food is one of the most significant current trends in the food business. Despite this trend, previous research on the measurement of naturalness has made no distinction between different groups of consumers. Therefore, the objective of this study is to explore the attributes important to millennial university students when evaluating food naturalness. The study is based on a questionnaire administered to a sample of 372 respondents. Using a partial least square (PLS) methodology, it performs a standard confirmatory factor analysis for measurement and validations. As a result, it identifies one attribute linked to how the food is grown and eight attributes associated to how it is produced and processed. These findings have several implications. Apart from testing previous scales in a millennial context, they confirm that market strategies must take different understandings of naturalness into account contingent upon the consumer group.

Keywords: food naturalness; millennials; trust; importance (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (2)

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