TY  - JOUR
AB  - Purpose This paper seeks to identify the factors that influence the perceptions and attitudes of young people in Montenegro toward organic products.Design/methodology/approach The results of the research, obtained using the multivariate factor analysis, showed that the vast majority of young consumers identify organic food as healthy and natural and that its higher price is a significant barrier inhibiting their likelihood of purchasing it, along with inaccessibility and the limited options offered.Findings The data obtained provides valuable information for managers and decision-makers working in organic food production and sales in Montenegro – a country with the potential to develop in this field.Research limitations/implications The study was carried out in the CEE transition country of Montenegro, with 300 young consumers. Further research is needed to validate the results through longitudinal study.Practical implications The data obtained represents a meaningful contribution to the field of organic food production and sale in Montenegro (which is a country with a lot of potential in this area) and will assist managers and decision-makers in the field.Social implication Unlike most research that has previously examined issues concerning organic production – such as its standardization, financing, environmental impact, and even its promotion – this paper provides a better understanding of the behavior of young consumers toward organic products in Montenegro by outlining their perceptions and attitudes toward this product category.Originality/value This research represents the first academic study of customers' attitudes and perceptions in this area, alongside the main factors affecting the young consumer's choice to purchase organic food in Montenegro.
VL  - 122
IS  - 4
SN  - 0007-070X
DO  - 10.1108/BFJ-10-2019-0761
UR  - https://doi.org/10.1108/BFJ-10-2019-0761
AU  - Melović Boban
AU  - Dabić Marina
AU  - Rogić Sunčica
AU  - Đurišić Vladimir
AU  - Prorok Vesna
PY  - 2020
Y1  - 2020/01/01
TI  - Food for thought: Identifying the influential factors that affect consumption of organic produce in today's youth
T2  - British Food Journal
PB  - Emerald Publishing Limited
SP  - 1130
EP  - 1155
Y2  - 2024/04/19
ER  -