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Segmenting Generation Z Based on Organic Food Decision-Making: A Preliminary Study

In: Advances in Empirical Economic Research

Author

Listed:
  • Spyridon Mamalis

    (School of Business and Economics, International Hellenic University)

  • Irene (Eirini) Kamenidou

    (School of Business and Economics, International Hellenic University)

  • Stergios Gkitsas

    (School of Primary Education, Aristotle University of Thessaloniki)

  • Aikaterini Stavrianea

    (National and Kapodistrian University of Athens)

  • Despoina Gkagkani

    (School of Business and Economics, International Hellenic University)

  • Stavros Pavlidis

    (School of Business and Economics, International Hellenic University)

Abstract

Organic food consumption has been considered one of the dimensions of sustainable food consumption leading to sustainability and a sustainable future. In the above realm, this chapter examines the Greek Generation Z cohort’s decision-making styles, using the consumer-style inventory, as regards organic food, where a scarcity of studies exists. An online questionnaire was utilized based on previous research. Data collection employed a non-probability sampling frame and was implemented for 6 months in 2021. This procedure produced a sample of N = 1040 members of the generation Z cohort. Factor analysis of the total items used resulted in four dimensions, which were used in further analysis. Segmentation of participants based on the dimensions of factor analysis produced three distinctive and meaningful segments. Marketing implications are discussed for these segments in order to lead to increased consumption of organic food.

Suggested Citation

  • Spyridon Mamalis & Irene (Eirini) Kamenidou & Stergios Gkitsas & Aikaterini Stavrianea & Despoina Gkagkani & Stavros Pavlidis, 2023. "Segmenting Generation Z Based on Organic Food Decision-Making: A Preliminary Study," Springer Proceedings in Business and Economics, in: Nicholas Tsounis & Aspasia Vlachvei (ed.), Advances in Empirical Economic Research, chapter 0, pages 891-903, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-22749-3_55
    DOI: 10.1007/978-3-031-22749-3_55
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