Divergence and convergence: a cross-generational study on local food consumption

Area of Science:

• Consumer Behavior Studies
• Food Marketing Research
• Generational Marketing Analysis

Background:

• The local food market is expanding, necessitating an understanding of evolving consumer purchasing behaviors.
• Cross-generational analysis is vital for discerning market dynamics between different age demographics.
• Previous research has not sufficiently detailed the specific drivers for local food consumption among Gen Z and Gen Y.

Purpose of the Study:

• To compare and contrast local food consumption behaviors between Generation Z and Generation Y.
• To identify key variables influencing local food purchasing decisions in a cross-generational context.
• To provide actionable insights for the food sector to tailor marketing strategies for distinct generational cohorts.

Main Methods:

• Utilized online survey data from 251 Generation Z and 319 Generation Y participants.
• Applied the Theory of Planned Behavior as the theoretical framework for analysis.
• Identified and analyzed eight key variables impacting local food purchasing decisions.

Main Results:

• Both Generation Z and Generation Y share commonalities in local food choices, including attention to word-of-mouth, health consciousness, subjective norms, perceived behavioral control, and attitude.
• A significant divergence exists in the primary motivating factors for purchasing local food between the two generations.
• Convenience emerged as the leading driver for Generation Z's local food purchases, while price was the decisive factor for Generation Y.

Conclusions:

• The study highlights distinct generational preferences in local food purchasing, with convenience and price as key differentiators.
• Understanding these generational nuances is crucial for effective market segmentation and strategy development in the local food sector.
• The findings offer valuable insights for food businesses aiming to optimize their outreach and product offerings to both Gen Z and Gen Y consumers.