Mixed Research Method of Organic Food Preferences Among Generation Y Consumers

Abstract

The article analyses by mixed research methods the attitude regarding the purchase of bio and organic food for the population of the Generation Y in Czech and Slovak Republic. The collection of primary data was obtained in the form of a questionnaire survey carried out in the year 2014 and then repeatedly in the year 2019. Both phases of questionnaires were distributed electronically among respondents, university students, ranged from 16 to 35 years in Czech and Slovak Republic. The research questions related to the reasons why respondents purchase or do not purchase organic food and what criteria are motivational for choosing organic food products. In data processing was used statistical software Statistics. Methods applied to the data were statistical hypothesis testing and regression modelling. The key factors have been identified with the software influenced the respondent's decision to buy bio-and organics products in 2019. The research findings prove that visual appearance and brand doesnt play the decision key role for generation Y customers, as they put the main emphasis on the quality and availability of the bio-product.