Segmenting Generation Z Based on Organic Food Decision-Making: A Preliminary Study

Spyridon Mamalis (), Irene (Eirini) Kamenidou (), Stergios Gkitsas, Aikaterini Stavrianea (), Despoina Gkagkani and Stavros Pavlidis
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Spyridon Mamalis: School of Business and Economics, International Hellenic University
Irene (Eirini) Kamenidou: School of Business and Economics, International Hellenic University
Stergios Gkitsas: School of Primary Education, Aristotle University of Thessaloniki
Aikaterini Stavrianea: National and Kapodistrian University of Athens
Despoina Gkagkani: School of Business and Economics, International Hellenic University
Stavros Pavlidis: School of Business and Economics, International Hellenic University

Chapter Chapter 55 in Advances in Empirical Economic Research, 2023, pp 891-903 from Springer

Abstract: Abstract Organic food consumption has been considered one of the dimensions of sustainable food consumption leading to sustainability and a sustainable future. In the above realm, this chapter examines the Greek Generation Z cohort’s decision-making styles, using the consumer-style inventory, as regards organic food, where a scarcity of studies exists. An online questionnaire was utilized based on previous research. Data collection employed a non-probability sampling frame and was implemented for 6 months in 2021. This procedure produced a sample of N = 1040 members of the generation Z cohort. Factor analysis of the total items used resulted in four dimensions, which were used in further analysis. Segmentation of participants based on the dimensions of factor analysis produced three distinctive and meaningful segments. Marketing implications are discussed for these segments in order to lead to increased consumption of organic food.

Keywords: Generation Z; Sustainability; Organic food; Consumer decision-making style; Segmentation; Marketing communication; M30; M31; M37; M39; Q56 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-22749-3_55

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DOI: 10.1007/978-3-031-22749-3_55

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