Bio-foods through the prism of generations

Abstract

One of the main problems faced by marketers in recent years is the study of food needs and their degree of satisfaction in different generations: the baby boomers, generations X, Y and Z. The four generations that make up a significant portion of today's workforce, their incomes and purchasing power pose different questions for marketers, so how to communicate with each of them to make marketing strategy effective. There is a noticeable gap in beliefs, consumer demands and lifestyles among their representatives. There are a number of studies that show and prove that the leading factors influencing the purchase decision process are different across generations. This paper explores and analyses the main factors influencing consumer choice and purchase of bio food products. It seeks to answer the question, which attributes of a bio food product are leading and provoking the implementation of its purchase? The study focuses on the factors that influenced the consumption behavior of the generational sample studied: education, income, price of the product, for whom the product is purchased. Beyond the suggested factors, other factors of a subjective and objective nature, as well as an imposed healthy, lifestyle are applicable over the consumer’s influence, behavior and choices of bio-foods.