Generation Z Perceptions of Quality Certification: A Cross-National Study

Irene (Eirini) C. Kamenidou, Spyridon A. Mamalis and Efstathios Dimitriadis
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Irene (Eirini) C. Kamenidou: Eastern Macedonia And Trace Institute of Technology (Ematteh), Kavala, Greece
Spyridon A. Mamalis: Eastern Macedonia And Thrace Institute of Technology, Kavala, Greece
Efstathios Dimitriadis: Eastern Macedonia And Thrace Institute of Technology, Kavala, Greece

International Journal of Food and Beverage Manufacturing and Business Models (IJFBMBM), 2018, vol. 3, issue 1, 23-41

Abstract: This article explores Generation Z consumers' perceptions of quality certification. Specifically, it studies what 270 Generation Z university students perceive when they observe that fruit has a quality certification label, assessing nine statements on a Likert scale. The study was conducted through an online questionnaire with participants from Greece (n=87), Romania (n=86), and the Czech Republic (n=97). Analysis revealed that as concerns Generation Z consumers' perceptions of quality certification of fruits, the three higher overall (for all countries) mean scores were obtained for fruits having better taste (MS=4.22), being of superior quality (MS=4.20) and free of pesticides (MS=3.84). The Greek university students are the ones that have the least trust in the quality labeling and certifications. The results of the ANOVA analysis and post-hoc tests also indicated that there are significant differences among the three countries' Generation Z-ers. Implications for fruit marketing based on results are discussed.

Date: 2018
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