FACTORS AFFECTING EDUCATED SLOVAK MILLENNIALS IN CONSUMPTION OF FRUIT AND VEGETABLE

Jana Kozáková and Mária Urbánová
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Jana Kozáková: Slovak University of Agriculture in Nitra, Slovakia
Mária Urbánová: Slovak University of Agriculture in Nitra, Slovakia

Studies in Business and Economics, 2021, vol. 16, issue 2, 142-156

Abstract: Consumption of fruit and vegetable is at the centre of interest from different perspectives, mainly based on the consumers’ behaviour and its impact, which are different for various groups of consumers. When analysing food choice decisions (fruit and vegetable especially) examining sub-groups of population is recommended. Article deals with the factors affecting group of Slovak millennials in consumption of fruit and vegetable. The study focused on 146 young and educated consumers who have completed at least the first degree of a university in economic sciences and agriculture since a basic knowledge of food scandals was a precondition to the eligible responses. All of the examined questions were tested using XL stat, compared and described to get the applicable results. Shapiro-Wilk, Durbin-Watson and Kruskal-Wallis tests were applied among the descriptive statistics. Based on our results, we can conclude, that for Slovak educated Millennials perception of label and/ or specific grower was significant factor which influence their consumption of fruit and vegetable according to the most of the examined variables. This was followed by perception of country of origin and perception of quality. Perception of price was significant only according to preferences of origin.

Keywords: fruit and vegetable; factors of consumption; Millennials; Slovakia; food scandals (search for similar items in EconPapers)
Date: 2021
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