Paulovics Ágnes (2021) Recombination of product properties for increased demand for sustainable packaging under Generation Z consumers. In: Innovative Solutions for Sustainability - Day of Hungarian Science 2021 Conference Proceeding. Budapesti Gazdasági Egyetem, Budapest, Magyarország, pp. 110-124. ISBN 978-615-6342-20-1
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Abstract
This research focuses on the behaviour of Generation Z in relation to packaging and answers the question what influence the sustainability of food & beverage products’ packaging has on Generation Z and on their decisions to buy. The hypothesis is that Generation Z is influenced by other factors than packaging sustainability when making food & beverage purchase decisions. This research attempts to reassess the influential factors with an intention to guide Generation Z towards choosing products with sustainable packaging. The study is based on both secondary and primary research. Firstly, the concepts of sustainability are explained followed by the findings of the secondary research. The primary research - in form of a survey - consists of a quantitative data collection gathered from Generation Z. Furthermore, this study examines those factors which influence the decisions of Generation Z in purchasing food & beverages and the product characteristics that are considered favourably. This research provides solutions to the ongoing problem of triggering demand for sustainable packaging among consumers from Generation Z. The results are valuable for food industry stakeholders as the study provides an insight into Generation Z’s decision making. Thus, industries might apply the findings to influence the packaging development process and to increase sales.
Tudományterület / tudományág
társadalomtudományok > közgazdaságtudományok
Kar
Intézmény
Budapesti Gazdasági Egyetem
| Mű típusa: | Könyv része | ||||||
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| Szerző publikációban használt neve: |
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| Kulcsszavak: | sustainability, packaging, Generation Z, purchasing behaviour, food & beverage | ||||||
| Felhasználó: | Eszenyi-Bakos Kinga | ||||||
| DOI azonosító: | https://doi.org/10.29180/9786156342201_8 | ||||||
| Rekord készítés dátuma: | 2022. Már. 29. 10:06 | ||||||
| Utolsó módosítás: | 2022. Szep. 13. 09:50 | ||||||
| URI: | http://publikaciotar.uni-bge.hu/id/eprint/1857 |
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