Going green: unpacking generation Y's shift towards organic food in South Africa

• Autorzy: Sharp Kirsty-Lee , Synodinos Costa

Identyfikatory

DOI

10.17512/pjms.2024.30.2.16

Warianty tytułu

PL

Przechodzenie na ekologię: analiza przejścia pokolenia Y w kierunku żywności organicznej w Republice Południowej Afryki

• Języki publikacji: EN

Abstrakty

EN

Given the rise in the demand for organic foods around the globe, South Africa has witnessed an increase in the demand for both organisational practices that are safer and more sustainable, as well as organic products. Given the increased demand for organic products, it may be assumed that the prices associated with organic products should start to witness a price reduction, simultaneously increasing the number of organic products being purchased. Consumers' purchase intentions concerning organic products may be influenced by their health consciousness, environmental knowledge consumers possess, their subsequent environmental concern, their attitudes towards organic products, their subjective norms and their perceived behavioural control. As such, this study aims to determine the factors that influence the purchase intentions of South African Generation Y consumers towards organic food products. The sample for this study was taken from across the nine provinces of South Africa and included 500 Generation Y consumers. The data was collected using a market research organisation. The target market for this study constituted South African Generation Y consumers, ranging in age from 18 to 35 years. As per the findings, health consciousness, environmental knowledge, attitudes towards organic products and perceived behavioural control positively influence organic food purchase intentions. However, subjective norms had a non-significant influence. Finally, the environmental concerns of Generation Y consumers negatively influenced organic food purchase intentions. These results are somewhat perplexing as the findings go against the current literature in some instances. As such, South African marketers and organisations may have to re-evaluate their organic product offerings to this cohort.

PL

W obliczu rosnącego globalnego zapotrzebowania na żywność organiczną, Republika Południowej Afryki odnotowała wzrost popytu zarówno na bardziej bezpieczne i zrównoważone praktyki organizacyjne, jak i na produkty organiczne. W związku z rosnącym popytem na produkty organiczne można przypuszczać, że ceny tych produktów powinny zacząć spadać, co jednocześnie zwiększy liczbę zakupów produktów organicznych. Intencje zakupowe konsumentów w odniesieniu do produktów organicznych mogą być kształtowane przez ich świadomość zdrowotną, posiadaną wiedzę na temat środowiska, wynikającą z niej troskę o środowisko, postawy wobec produktów organicznych, normy subiektywne oraz postrzeganą kontrolę behawioralną. Celem badania było określenie czynników wpływających na intencje zakupowe pokolenia Y w Republice Południowej Afryki w kontekście żywności organicznej. Próba badawcza obejmowała 500 konsumentów z pokolenia Y, pochodzących ze wszystkich dziewięciu prowincji RPA. Dane zostały zebrane za pośrednictwem organizacji zajmującej się badaniami rynkowymi. Grupa docelowa badania obejmowała południowoafrykańskich konsumentów z pokolenia Y w wieku od 18 do 35 lat. Zgodnie z wynikami, świadomość zdrowotna, wiedza ekologiczna, postawy wobec produktów organicznych oraz postrzegana kontrola behawioralna pozytywnie wpływają na intencje zakupowe żywności organicznej. Natomiast normy subiektywne nie miały istotnego wpływu. Co ciekawe, troska o środowisko wśród konsumentów pokolenia Y negatywnie wpływała na intencje zakupowe żywności organicznej. Wyniki te są nieco zaskakujące, gdyż w pewnych aspektach stoją w sprzeczności z literaturą przedmiotu. Dlatego południowoafrykańscy marketerzy i organizacje mogą potrzebować ponownego przemyślenia swojej oferty produktów organicznych dla tej grupy konsumentów.

Słowa kluczowe

EN

South Africa; Generation Y; purchase intention; organic food

PL

Republika Południowej Afryki; pokolenie Y; intencja zakupowa; żywność organiczna

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2024
• Tom: Vol. 30, No. 2
• Strony: 264--281
• Opis fizyczny: Bibliogr. 54 poz., rys., tab.

Twórcy

autor

Sharp Kirsty-Lee

• North-West University, Faculty of Economics and Management Sciences, Workwell, South Africa

• https://orcid.org/0000-0002-4858-9593

autor

Synodinos Costa

• North-West University, Faculty of Economics and Management Sciences, Workwell, South Africa

• https://orcid.org/0000-0001-5770-535X

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa nr POPUL/SP/0154/2024/02 w ramach programu "Społeczna odpowiedzialność nauki II" - moduł: Popularyzacja nauki (2025).