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Practical Implications of the Millennial Generation’s Consumer Behaviour in the Food Market

Author

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  • Anetta Barska

    (Faculty of Economics and Management, University of Zielona Góra, Podgórna 50, 65-246 Zielona Góra, Poland)

  • Julia Wojciechowska-Solis

    (Faculty of Agrobioengineering, University of Life Sciences in Lublin, Akademicka 13, 20-950 Lublin, Poland)

  • Joanna Wyrwa

    (Faculty of Economics and Management, University of Zielona Góra, Podgórna 50, 65-246 Zielona Góra, Poland)

  • Janina Jędrzejczak-Gas

    (Faculty of Economics and Management, University of Zielona Góra, Podgórna 50, 65-246 Zielona Góra, Poland)

Abstract

Generational theory assumes that generational cohorts develop similar attitudes and beliefs. The Generation Y/Millennials group is currently one of the most important generations in the market as they have a presence in the labour market with a high income of their own, which creates higher demand for products, especially in the food market which is very sensitive to consumer decisions. The aim of this study was to show the consumer behaviour of Generation Y in the market for innovative food products and to propose marketing models created on the basis of research on a Polish sample of Millennials. The research was conducted in the period before the COVID-19 pandemic on a group of 544 selected respondents. Descriptive statistics of the SPSS program were used to process the results obtained. Among the most important of the results was identifying the decision-makers who are purchasing innovative products and the influence of third parties on their decision. In the first instance, consumers look for innovative food products in large retail chains (hypermarkets and supermarkets), however, they pay attention to both the quality of the products on offer and the price. Values such as freshness and taste also play a role in their purchasing decisions. Sources of information about innovative products in the Polish food market include culinary blogs recommending innovative products, and the opinions of dieticians and nutritionists.

Suggested Citation

  • Anetta Barska & Julia Wojciechowska-Solis & Joanna Wyrwa & Janina Jędrzejczak-Gas, 2023. "Practical Implications of the Millennial Generation’s Consumer Behaviour in the Food Market," IJERPH, MDPI, vol. 20(3), pages 1-15, January.
    • Handle: RePEc:gam:jijerp:v:20:y:2023:i:3:p:2341-:d:1049899
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    References listed on IDEAS

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    1. Jana Majerova & Wlodzimierz Sroka & Anna Krizanova & Lubica Gajanova & George Lazaroiu & Margareta Nadanyiova, 2020. "Sustainable Brand Management of Alimentary Goods," Sustainability, MDPI, vol. 12(2), pages 1-18, January.
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    4. Kraljević Radojka & Filipović Zrinka, 2017. "Gender Differences and Consumer Behavior of Millennials," Acta Economica Et Turistica, Sciendo, vol. 3(1), pages 5-13, June.
    5. Nathalie Stampfli & Michael Siegrist & Hans Kastenholz, 2010. "Acceptance of nanotechnology in food and food packaging: a path model analysis," Journal of Risk Research, Taylor & Francis Journals, vol. 13(3), pages 353-365, April.
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    Cited by:

    1. Mubariz Mammadli, 2023. "Factors Driving Sustainable Consumption in Azerbaijan: Comparison of Generation X, Generation Y and Generation Z," Sustainability, MDPI, vol. 15(20), pages 1-21, October.

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