Generation Z consumer habits in the organic food market

Consumer behavior analysis is important in today's everchanging marketplace, characterized by continuous transformations. Marketing researchers are expected to constantly anticipate future market trends, many likely to be shaped by Generation Z. A review of relevant domestic and international literature reveals a research gap on this topic. Accordingly, this paper focuses on the consumer behavior of Generation Z, with a particular emphasis on the organic food market. This paper aims to analyze the correlation between the consumer habits of Generation Z and their intention to buy organic food. The empirical study was conducted in the Republic of Serbia, involving a sample of 810 respondents. The proposed research hypotheses were tested using the IBM SPSS Statistics software platform, employing Pearson's correlation tests. The results indicate a positive and statistically significant correlation between the consumption habits of members of Generation Z (meal planning, grocery list preparation, rational decision-making, and prior information-gathering) and their intention to buy organic food.