Faculty of Economics and Management, University of Zielona Góra, Podgórna 50, 65-246 Zielona Góra, Poland.
Faculty of Agrobioengineering, University of Life Sciences in Lublin, Akademicka 13, 20-950 Lublin, Poland.
Int J Environ Res Public Health. 2023 Jan 29;20(3):2341. doi: 10.3390/ijerph20032341.
Generational theory assumes that generational cohorts develop similar attitudes and beliefs. The Generation Y/Millennials group is currently one of the most important generations in the market as they have a presence in the labour market with a high income of their own, which creates higher demand for products, especially in the food market which is very sensitive to consumer decisions. The aim of this study was to show the consumer behaviour of Generation Y in the market for innovative food products and to propose marketing models created on the basis of research on a Polish sample of Millennials. The research was conducted in the period before the COVID-19 pandemic on a group of 544 selected respondents. Descriptive statistics of the SPSS program were used to process the results obtained. Among the most important of the results was identifying the decision-makers who are purchasing innovative products and the influence of third parties on their decision. In the first instance, consumers look for innovative food products in large retail chains (hypermarkets and supermarkets), however, they pay attention to both the quality of the products on offer and the price. Values such as freshness and taste also play a role in their purchasing decisions. Sources of information about innovative products in the Polish food market include culinary blogs recommending innovative products, and the opinions of dieticians and nutritionists.
代际理论假设代际群体形成相似的态度和信念。Y 世代/千禧一代群体目前是市场上最重要的群体之一，因为他们在劳动力市场中具有较高的收入，这就产生了对产品的更高需求，尤其是在对消费者决策非常敏感的食品市场。本研究旨在展示 Y 世代在创新食品市场中的消费行为，并根据对波兰千禧一代样本的研究提出营销模型。该研究在 COVID-19 大流行之前的一段时间内，在 544 名选定的受访者中进行。使用 SPSS 程序的描述性统计来处理所获得的结果。在最重要的结果中，确定了购买创新产品的决策者以及第三方对其决策的影响。消费者首先在大型零售连锁店（超市和超级市场）寻找创新食品，但他们也关注提供的产品的质量和价格。新鲜度和口感等价值在他们的购买决策中也起着重要作用。波兰食品市场创新产品的信息来源包括推荐创新产品的烹饪博客，以及营养师和营养学家的意见。
