Food for thought: Identifying the influential factors that affect consumption of organic produce in today's youth

Abstract

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.

Citation

Melović, B., Dabić, M., Rogić, S., Đurišić, V. and Prorok, V. (2020), "Food for thought: Identifying the influential factors that affect consumption of organic produce in today's youth", British Food Journal, Vol. 122 No. 4, pp. 1130-1155. https://doi.org/10.1108/BFJ-10-2019-0761