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The Importance Given to Food Naturalness Attributes by Millennial University Students

Author

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  • Eloi Jorge

    (Research Group in Economic Analysis, Accounting and Finance (RGEAF), University of Vigo, 36310 Vigo (Pontevedra), Spain)

  • Ernesto Lopez-Valeiras

    (Research Group in Economic Analysis, Accounting and Finance (RGEAF), University of Vigo, 36310 Vigo (Pontevedra), Spain
    Accounting and Finance Department, Faculty of Business Administration and Tourism, University of Vigo, 32004 Ourense, Spain)

  • Maria Beatriz Gonzalez-Sanchez

    (Research Group in Economic Analysis, Accounting and Finance (RGEAF), University of Vigo, 36310 Vigo (Pontevedra), Spain
    Accounting and Finance Department, Faculty of Business Administration and Tourism, University of Vigo, 32004 Ourense, Spain)

Abstract

So-called natural food is one of the most significant current trends in the food business. Despite this trend, previous research on the measurement of naturalness has made no distinction between different groups of consumers. Therefore, the objective of this study is to explore the attributes important to millennial university students when evaluating food naturalness. The study is based on a questionnaire administered to a sample of 372 respondents. Using a partial least square (PLS) methodology, it performs a standard confirmatory factor analysis for measurement and validations. As a result, it identifies one attribute linked to how the food is grown and eight attributes associated to how it is produced and processed. These findings have several implications. Apart from testing previous scales in a millennial context, they confirm that market strategies must take different understandings of naturalness into account contingent upon the consumer group.

Suggested Citation

  • Eloi Jorge & Ernesto Lopez-Valeiras & Maria Beatriz Gonzalez-Sanchez, 2020. "The Importance Given to Food Naturalness Attributes by Millennial University Students," Sustainability, MDPI, vol. 12(2), pages 1-13, January.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:2:p:728-:d:310628
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    2. Ruxandra Malina Petrescu-Mag & Iris Vermeir & Dacinia Crina Petrescu & Florin Laurentiu Crista & Ioan Banatean-Dunea, 2020. "Traditional Foods at the Click of a Button: The Preference for the Online Purchase of Romanian Traditional Foods during the COVID-19 Pandemic," Sustainability, MDPI, vol. 12(23), pages 1-15, November.

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