The Generators of Generation Z’s Positive WOM in the Organic Food Market

Abstract

The global purchase of organic food products has risen significantly over the past two decades, reflecting a shift in consumer behavior towards more sustainable practices. Marketing researchers have consistently examined the factors influencing these purchasing decisions, including the role of consumer recommendations. However, a review of both domestic and international literature reveals a significant research gap, particularly regarding Generation Z, a demographic poised to become a crucial segment in the food market. This paper aims to address this gap by examining the positive word-of-mouth (WOM) of Generation Z specifically in the context of the organic food market. While existing studies predominantly focus on the impact of WOM on purchasing decisions, there remains a lack of exploration into the generators behind such WOM. Accordingly, this research aims to identify the variables correlated with Generation Z's positive WOM in the organic food market. The empirical research was conducted in the Republic of Serbia, utilizing a sample size of 810 respondents. Research hypotheses were tested using the statistical software platform IBM SPSS Statistics, applying Pearson’s correlation test. The findings indicate that all hypothesized variables (Health Consciousness, Ethical and Environmental Dimensions, Personal Attitude, and Subjective Norms) are statistically significant and positively correlated with Generation Z's positive WOM in the organic food market. Notably, the strongest correlation was found with the Ethical and Environmental Dimension, highlighting consumers' sense of obligation to choose organic food products. These results suggest that Generation Z's motivations for promoting organic food are deeply rooted in their values and awareness of ethical and environmental issues.