Generation Z Attitudes Towards Organic Food: A Review

Abstract

The global food market is continuously undergoing rapid and complex changes, creating a dynamic environment that demands constant adjustments and responses. Thus, the food industry has been increasingly popular nowadays as a research topic. Furthermore, academic researchers are notably interested in analyzing greater demand for organic food, particularly in developed countries. Despite the barriers that consumers encounter in the market, a growing percentage of them are currently shifting to organic purchases. Consequently, most of the research studies aim to understand consumer behavior since it is crucial for businesses and policymakers seeking to promote sustainable food systems. Consumer choices concerning food have a significant impact on the environment, as they are drivers of agricultural production. Despite the fact that Generation Z consumers will be the head of their households in the near future, little is known about their behavior. Therefore, the subject of this paper is organic food, with a special emphasis on Generation Z attitudes. The research gap is particularly concerning given that Generation Z is likely to embrace a lot of new trends on the market. Thus, this paper aims to define recommendations for further research on the topic in order to minimize the noticed research gap. Through a systematic literature review, the paper examines a total of five empirical studies published in the last four years.