GMOS and organic products in agricultural production: consumer expectations and preferences of generation Z

This article presents the results of a comprehensive analysis of biotechnology implementation issues into the Russian economy and studies conducted by foreign and domestic scientists. The research findings suggest that there is a need for systematic state policy, more effective scientific monitoring, and increased public awareness about key characteristics of genetically modified organisms (GMOs) and organic agricultural products. The study's objective was to identify trends in developing a culture of conscious consumption among young Russians (Generation Z) based on consumer expectations and preferences regarding the use of GMO or organic agrarian products. Research outcomes: formalized online surveys and focus group sessions with Generation Z representatives led to the following conclusions: Russian youth generally demonstrate openness towards new technologies and have positive attitudes toward organic products while emphasizing the importance of complete information and reliable scientific data concerning the safety of GMO-based foods. Major concerns were identified related to their impact on health and ecology, lack of exhaustive information causing consumer distrust. The authors highlight the necessity of enhanced control from governmental bodies such as FAS over the accuracy of advertisements and marketing communications provided by producers and retailers of agricultural goods to prevent misinformation and fraudulent practices. One crucial direction involves engaging young people in discussions on healthy eating habits through social networks, participating in joint scientific projects with research institutes and food manufacturers aimed at fostering responsible and science-based attitudes towards innovative technologies within the agro-industrial complex. Within the framework of developing integrated sustainable models of agriculture combining advantages of both GMO and organic production methods, it is proposed to shift focus onto individual and societal values held by Generation Z.