Food for thought: identifying the influential factors that affect consumption of organic produce in today's youth

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Melovic, B., Dabić, M. ORCID: 0000-0001-8374-9719, Rogić, S., Đurišić, V. and Prorok, V., 2020. Food for thought: identifying the influential factors that affect consumption of organic produce in today's youth. British Food Journal, 122 (4), pp. 1130-1155. ISSN 0007-070X

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Official URL: https://doi.org/10.1108/BFJ-10-2019-0761

Abstract

Purpose: This paper seeks to identify the factors that influence the perceptions and attitudes of youth towards organic products. Unlike most research that has previously examined issues concerning organic production, this paper provides a better understanding of the behavior of young consumers towards organic products, by outlining their perceptions and attitudes towards this product category.

Design/methodology/approach: The research was conducted using a survey on a stratified random sample, and the data was analysed using the multivariate factor analysis.

Findings: The results showed that the vast majority of young consumers identify organic food as healthy and natural, and that its higher price is a significant barrier to purchasing, along with inaccessibility and the limited options offered. The results provide valuable information for managers and decision-makers working in organic food production and sales.

Originality/value: The originality of this research stems from the fact that this is the first instance in which this type of study has been performed on this specific market. It contributes to existing literature by analyzing the concept of organic food in a less developed market; exploring it through the eyes of young people as individuals who will contribute towards the future development of society; and contextualizing the topic with problems linked to obesity, the environment, and the need to support local producers.

Managerial implications: The data obtained represents a meaningful contribution to the field of organic food production and sale, as obtained results can aid in the decision process regarding the implementation of the strategy for the production development and better positioning on the market.

Research limitations/ further research; The study was carried out in the CEE transition country of Montenegro, with 300 young consumers. Further research is needed to validate the results through longitudinal study.

Item Type:

Journal article

Publication Title:

British Food Journal

Creators:

Melovic, B., Dabić, M., Rogić, S., Đurišić, V. and Prorok, V.

Publisher:

Emerald

Date:

16 March 2020

Volume:

122