Generational Differences toward Organic Food Behavior: Insights from Five Generational Cohorts

Irene (Eirini) Kamenidou, Aikaterini Stavrianea and Evangelia-Zoi Bara
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Irene (Eirini) Kamenidou: Department of Management Science and Technology, International Hellenic University, Kavala Campus, 65404 Agios Loukas Kavala, Greece
Aikaterini Stavrianea: Department of Communication and Media Studies, National and Kapodistrian University of Athens, 105 62 Athens, Greece
Evangelia-Zoi Bara: Department of Management Science and Technology, International Hellenic University, Kavala Campus, 65404 Agios Loukas Kavala, Greece

Sustainability, 2020, vol. 12, issue 6, 1-25

Abstract: One of the pathways to sustainable food consumption behaviour is the purchase and consumption of organic food products. This paper offers insights into the behaviour exercised by five generational cohorts toward organic products, i.e., Generation Z, Generation Y, Generation X, Baby Boomers, and the Silent Generation. A qualitative and quantitative research methodology is implemented, with the field research providing 1562 valid questionnaires over a nine-month period. Generational differences are explored in terms of purchasing behaviour, attitudes, and the effect of the economic crisis on the purchasing of organic food. Results unveil that all generational cohorts demonstrate a favourable attitude toward organic food, and they identify the economic crisis as an effect of low purchase behaviour. Additionally, findings reveal that in all cases, generational cohort differences do exist. Government policy through marketing communications can be adapted to determine the advantages of organic food compared to conventional ones, persuade consumers about the benefits, and, thus, reinforce favourable attitudes in association with economic crisis conditions.

Keywords: sustainable food consumption; organic food; multigenerational cohorts; consumer behavior; Generation Z; Generation Y; Generation X; Baby Boomers; Silent Generation; marketing communications (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

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