Generation Y Consumer Choice for Organic Foods

Abstract

The purpose of the study is to examine the relationship between demographics such as gender, major, age, income, level of education, and ethic groups of Generation Y consumers and preference for organic foods. Generation Y is one of the largest consumer segments behind the Baby Boomers. A convenience study was conducted with New England college students under the age of thirty five years old. Over 220 surveys were tabulated and analyzed. Out of eight hypotheses examining various aspects of Generation Y preferences for the use of organic products, many yielded significant findings for the demographic variables analyzed. It is recommended that more studies would be necessary to understand the impact of gender and Generation Y's choice for organic products. There are many opportunities for marketers to pursue packaging opportunities and consumer preferences for organic products from a product development perspective. [PUBLICATION ABSTRACT]