Perception Of Young Consumers Research Articles

Young Consumers’ Price Perceptions in Purchasing Foods: Evidence from Greece

The recent consecutive economic and social crises impose sustainable “from farm to fork” food chain management to feed the global population. In this study, we investigated the price perceptions of young consumers (Gen Z) in purchasing foods in Greece to find out the determinants ensuring sustainable, future food consumption. We used eight overall price perception determinants, five with negative roles, namely value and price consciousness, coupon and sales proneness, and price mavenism, and three with positive roles, namely price–quality, price–value, and prestige–sensitivity for the formation of the study’s questionnaire. A total of 514 students (Gen Z, 85%) answered the questionnaire, promoted through the Google platform during September and October 2023. The data were analyzed with statistical tools, combining cross and chi-square tests. Between the negative determinants, the “value consciousness” price perceptions (71.02%) were the most important parameters in purchasing food, followed by “price consciousness” (55.02%) parameters. “Coupon proneness”, 48.4%, and “sales proneness”, 49%, were equally lower, while “price mavenism” parameters were minimally preferred by only 26.4% of the participants. Participants exhibited a major preference for the “value to price” interconnection (66.7%), such as good value for money, value exceeding a product’s price, and overvalued low-priced foods, while their preference for the “quality to price” interconnection was significantly lower (48.8%), such as in terms of getting what you pay for, more money for better quality, and priced, quality foods. The “prestige–sensitivity” price perception was outside of their preferences in terms of food purchasing (only 7.1%). Our findings indicate that young consumers (Gen Z) pay more attention to the values of negative and positive parameters concerning price perceptions when purchasing food rather than quality, coupons and sales, low prices, and mavenism, or even the prestige of the foods. This means that value issues such as the perceived environmental impact (green value), the climate crisis, the social signaling potential, and others are significant concerns, including their price perceptions for food purchases.

The Gap in Sustainable Food Services in Public Institutions: The Perceptions of Young Consumers from Public Universities in the Madrid Region (Spain).

The agri-food system needs to transition into a more balanced system that takes into account economic, social, and environmental factors. Young people are a key demographic group to consider as they are open to new trends of consumption, including sustainable buying practices. Public universities can play a significant role in promoting sustainable and healthy eating habits among students. In this paper, we focus on the perceptions of young people regarding sustainable food in the Madrid Region. We conducted a survey using a questionnaire-based approach among 1940 students in 2022. The results highlight that young consumers are highly concerned about food sustainability. They perceive sustainability as local and non-processed foods. However, this perception varies among young consumers, and we identified five different consumer profiles. Principal component analysis and cluster analysis provide insights into potential actions that universities can take to promote sustainable and healthy eating habits among students.

O PROCESSO DE TRANSFERÊNCIA DE SIGNIFICADO SIMBÓLICO A PARTIR DO ENDOSSO DE CELEBRIDADE PARA A IMAGEM DAS MARCAS

O endosso por celebridade é uma estratégia de marketing muito utilizada, isto é, utilizar celebridades como porta-vozes de um produto e/ou serviço, com o objetivo de alavancar as vendas e aumentar a atratividade de uma marca. O uso de uma celebridade em ações de comunicação é uma forma eficiente de transferir significados simbólicos para uma marca e ao consumidor por meio de uma associação dos produtos e da marca em questão à sua imagem. Neste contexto, o estudo teve como objetivo geral compreender o processo de transferência de significado simbólico a partir do endosso de celebridade para a imagem das marcas na percepção de jovens consumidores. Para tanto, foi realizada uma pesquisa qualitativa de caráter exploratório, operacionalizada por meio de três grupos focais, totalizando trinta participantes (consumidores), conduzidos a partir de uma abordagem semiestruturada, utilizando-se um roteiro básico de questões para sua condução. O objeto de estudo foi a celebridade Gisele Bündchen, relacionada a seis marcas brasileiras: O Boticário, Pantene, C&A, Ipanema, Hope e Vivara. Dessa forma, foi possível evidenciar que a celebridade endossante (Gisele Bündchen) transfere um conjunto de significados positivos a todas as marcas analisadas, com a predominância de alguns deles. Ao final da pesquisa, foi possível propor alguns direcionamentos para que as empresas potencializem o seu posicionamento de mercado e seus resultados mediante a utilização do endosso de celebridade associado às suas marcas e aos seus produtos. Submetido: Maio 2022 Aceito: Dezembro 2022 DOI: 10.18226/23190639.v10n2.01

The Link between Food Traceability and Food Labels in the Perception of Young Consumers in Italy

The research analyzed the perception of food traceability among consumers in Italy and the role of food labels in supporting consumer information about food traceability. The components (health, quality, product origin and many others) that are involved in the concept of food traceability were examined and the most important ones were identified. An online survey (n=511 consumers) was carried out in Milan in the north of Italy. Students and employees from the Bocconi University were selected in order to investigate the relevance of food traceability in consumer purchasing decisions. An ordered logit regression was applied. The findings confirm that consumers are interested in various components of food traceability and look for labels that provide information on the product supply chain. The research confirms that traceability is important in the food market and some types of labels on product features (as product sustainability or origin) are associated with it.

Wearable Technology in the Perception of Young Consumers

Abstract The paper presents the issues of wearable technology, their role and use in the current economy. Ubiquitous digital transformation and universal access to broadband Internet are the foundation for the creation of interoperable ecosystems, where wearable technology is responsible for communication often in the relationship between machine to machine and machine to human. The authors researched the level of knowledge about these devices and the degree of their use. It turned out that despite the knowledge of worn devices and relatively positive attitudes, the degree of their use is low. The article is theoretical and empirical.

Alternative food networks as a counterbalance in the globalized perception of young consumers

The phenomenon of alternative food networks is becoming increasingly important, especially in the context of changes in consumer behavior and business sustainability. The distribution channels of some products place a disproportionate burden on the environment. In this context, the issue of local food production and the use of local distribution channels are becoming increasingly important as counterbalances of international trade processes in the context of globalization. New food-specific forms include alternative food networks. Sustainability is a topical issue, especially among young consumers, who are sensitive to environmental issues and like all new things. This consumer target group will shape the future of the current globalized world. The aim of the paper is to evaluate the general level of awareness among young people aged 20 34 in the Czech Republic about alternative forms of purchasing food and to identify knowledge of different forms of this sale. Primary research data was used to evaluate preferences in 2019. The total number of participants was 519 respondents. The results show that more than half of the respondents have ever encountered the concept of an alternative food network. Most often, respondents said they had personal experience of selling on farm markets and selling organic food.

Understanding young consumers’ tendencies regarding eco-labelled products

PurposeThe purpose of this paper is to explore different factors influencing young consumers’ approaches to eco-labeled products in an emerging country, Turkey.Design/methodology/approachRelevant measures were adapted from the previous literature to assess key constructs on environment and eco-label perceptions. First, an exploratory factor analysis was employed for identifying the key dimensions, and then structural equation modeling was conducted for testing the research hypotheses.FindingsThe findings reveal that the existence of perceived environmental knowledge has an influence on eco-labeled product purchase tendencies, with environmental concern (EC) having a significant mediating effect.Practical implicationsThis study contributes to practice by addressing perceptual factors affecting young consumers in emerging markets such as Turkey. This relationship can be utilized to increase the tendency to purchase eco-labeled products to create EC enhancing programs in education in addition to environmental knowledge leveraging ones. Besides, these findings may also be beneficial in eco-labeled product marketing efforts.Originality/valueThis study provides value for the literature by investigating the perception of young consumers in an emerging market specifically, and adopts a more specific eco-label focus, which it integrates with an environmental perspective.

Perceptions of young consumers toward organic food in Indonesia

Perceptions of young consumers toward organic food in Indonesia

Perceptions of young consumers toward organic food in Indonesia

Few attempts have been made in previous studies to understand young Indonesian consumers' attitudes toward organic food products. This study aimed to investigate the perceptions of young consumers towards organic food. An online survey was conducted via the attached link to social media platforms during the period between March and May 2015. This study collected data from 253 respondents ranging in age from 17 to 23 years old. The results revealed that young consumers believe that organic food products are healthier, better tasting, higher in quality, and safer when compared to conventional food. Supermarkets (69.9%) were revealed as the preferable places for respondents to buy organic food. In addition, vegetables (23%) and rice (21%) were revealed as the most frequently purchased organic food products. The pesticide-free attribute was the most frequently stated reason for buying organic food. Further, the majority of respondents (78.8%) stated that they had never been exposed to the Indonesian organic logo. Finally, almost 52% of respondents replied that they were willing to buy organic food products in the near future. These findings may benefit both organic sellers and retailers as they may assist in developing further marketing strategies to gain potential consumers.

Young Consumer’s Perception of Brand Personality for Ice Tea Brands in Turkey

Business which determine the perception of its brand by consumers, will get the advantage in the competition. Todays difference and competitive advantage is determined by brands. With brand personality studies, businesses can find out their market position, brand perception and market share. In this context, it is aimed to determine university students’ perception of brand personality for ice tea brands in Turkey. As being alternative and healthy drink, ice tea market is growing greatly. Global and national brands competes with each other and try to get large proportion of the market. The survey method was used to collect data from university students and then these data was analysed in SPSS 16. Accordingly, results of frequency, mean, chi-square and correlation analyses were concluded. This study determined the brand personality perception of young consumers and Lipton ice tea, Fuse tea and Didi which are the top ice tea brands in Turkey, were evaluated for brand personality. Also this study provides some useful information about drinking ice tea and buying behaviour of ice tea.

Effects of service setting and other consumers’ age on the service perceptions of young consumers

Services are often delivered in settings where many consumers are present at the same time, yet the issue of how other consumers affect service perceptions has received little attention. We study young adults’ response to fellow consumers who are middle-aged and old, testing predictions based on recent research suggesting that stereotypes are context dependent, and that stereotypes of older adults vary depending on the person attributes considered. Varying the age of the other consumers and service settings we find that the presence of older consumers affects young adults’ attitude to the service as well as their patronage intentions. Young consumers’ attitude to the service deteriorated in the presence of older consumers for services requiring physical attributes, but this was less so for services requiring personal expressive attributes.

Attitudes toward advertising held by the boomers and the busters: some facts and myths

In the United States one of the common perceptions of young consumers, called the baby busters or the Xers, is that they are more critical of advertising in general than the baby boomers. Unfortunately, however, little empirical evidence is available to back up this perception. This study compares the boomers and the busters in terms of their general attitude towards advertising and specific advertising beliefs. Contrary to popular press reports that busters have a more negative attitude towards advertising than baby boomers, no significant differences were found in the two groups' general attitude towards advertising and in four of five ad-belief factors. In fact, the busters were found to have more favourable beliefs about advertising's utility as a source of hedonic amusement, challenging the popular press portrayal of the busters as ‘cynical gripers’. On the other hand, consistent with the popular press reports, regression analysis showed that the busters are knowing consumers and they are perhaps mor...