Generations and Sustainability: Analyzing Preferences and Behaviors for Organic Food Products

Cezara-Georgiana Radu, Andreea Claudia Serban, Stamatios Ntanos () and Ioannis Salmon
Additional contact information
Cezara-Georgiana Radu: Bucharest University of Economics Studies
Andreea Claudia Serban: Bucharest University of Economics Studies
Stamatios Ntanos: University of West Attica
Ioannis Salmon: University of West Attica

A chapter in Strategic Innovative Marketing and Tourism, 2025, pp 673-681 from Springer

Abstract: Abstract Consumer behavior theories and sustainability evolution suggest that life experiences and socio-economic contexts influence purchasing decisions and values. As sustainability becomes increasingly important, understanding the role of various age groups in supporting this movement is crucial for companies. This paper aims to explore how different generations consume and purchase organic food products. To investigate this topic, a questionnaire was created and distributed online to a convenient sample of 396 participants from various generations, including Baby Boomers, Generation X, Millennials, and Generation Z in Romania. The questionnaire’s purpose was to identify patterns in preferences, consumption behaviors, and the impact of specific factors, such as support for organic farms and budget allocation for organic products and whether there are generational differences. Statistical analysis methods, including Chi-Square Tests, were used to analyze the data and identify significant trends and correlations, with SPSS software. Based on the results, Generation X and millennials are among the most concerned with supporting organic farms and generally allocate more financial resources to purchasing organic food products. The Baby Boomers generation showed a significant inclination toward organic products but ranks above Generation Z, which, contrary to expectations, is the least interested in this subject. This paper can be useful for supermarket managers, organic product stores, but also for people who choose a healthy lifestyle.

Keywords: Consumer behavior; Sustainability; Organic food (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-81962-9_73

Ordering information: This item can be ordered from
http://www.springer.com/9783031819629

DOI: 10.1007/978-3-031-81962-9_73

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().