Potrošačke navike generacije Z na tržištu organskih prehrambenih proizvoda
Generation Z consumer habits in the organic food market
Apstrakt
Analiza ponašanja potrošača posebno je značajna u aktuelno posmatranoj svakodnevnici, koju odlikuju neprestane tržišne promene. Od marketing istraživača očekuje se konstantno anticipiranje budućih trendova na tržištu, dok će neki od njih postaviti upravo i generacija Z. Pregledom relevantne domaće i inostrane literature uočen je istraživački jaz na navedenu temu. Samim tim, predmet rada predstavlja ponašanje potrošača generacije Z, s posebnim osvrtom na tržište organskih prehrambenih proizvoda. Cilj istraživanja jeste utvrditi korelaciju potrošačkih navika pripadnika generacije Z sa namerom kupovine organske hrane. Empirijsko istraživanje sprovedeno je na teritoriji Republike Srbije, prilikom čega je uzorak predstavljalo 810 ispitanika. Postavljene istraživačke hipoteze testirane su putem statističko-softverske platforme IBM SPSS Statistics upotrebom Pirsonovog testa korelacije. Rezultati istraživanja ukazuju da postoji pozitivna i statistički značajna korelacija između potrošačkih navika pripadnika generacije Z (planiranje obroka, sastavljanje liste namirnica, racionalno odlučivanje i prethodno informisanje) i njihove namere kupovine organske hrane.
Abstract
Consumer behavior analysis is important in today‘s everchanging marketplace, characterized by continuous transformations. Marketing researchers are expected to constantly anticipate future market trends, many likely to be shaped by Generation Z. A review of relevant domestic and international literature reveals a research gap on this topic. Accordingly, this paper focuses on the consumer behavior of Generation Z, with a particular emphasis on the organic food market. This paper aims to analyze the correlation between the consumer habits of Generation Z and their intention to buy organic food. The empirical study was conducted in the Republic of Serbia, involving a sample of 810 respondents. The proposed research hypotheses were tested using the IBM SPSS Statistics software platform, employing Pearson‘s correlation tests. The results indicate a positive and statistically significant correlation between the consumption habits of members of Generation Z (meal planning, grocery list preparation, rational decision-making, and prior information-gathering) and their intention to buy organic food.
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