Comparative Analysis of Generation Z Consumer Behavior in Poland and Germany: Implications for the Organic Food Market

Purpose: The aim of this study was to evaluate the behavior of Generation Z consumers in the context of trends on the organic food market and to describe the prospects for the future development of that market. Design/Methodology/Approach: The study focused on organic food markets in Germany and Poland which are the leading agricultural producers in Western and Central-Eastern Europe, respectively. The research problems were validated by reviewing the literature, analyzing statistical data on the food and organic food market, and conducting a survey of Gen Z consumers in Germany and Poland. Findings: The study demonstrated that both the global and the European organic food markets have developed rapidly in the last two decades and that the organic food segment plays an important role in agricultural production. The survey revealed that Gen Z consumers are highly eco-conscious in both Poland and Germany, but the organic food market has grown at a much higher rate in Germany. The COVID-19 pandemic and the war in Ukraine have contributed to social uncertainty and inflation, which decreased consumers' purchasing power. These factors exerted a more negative influence on the organic food market in Poland which is characterized by lower household incomes and higher consumer expenditure on food. However, the implementation of European Green Deal policies and the steady improvement in the economic outlook can be expected to revive the growth of the organic food market in the European Union. Practical Implications: Public institutions and market actors should initiate extensive educational campaigns to minimize differences in consumer behaviors and attitudes towards eco-friendly products, and to raise awareness that purchasing decisions affect the health and quality of life of entire societies. For young consumers belonging to Generation Z, a crucial aspect in their selection of products and services pertains not only to the environmental impact, but also to how these products affect their health and overall well-being. Given Generation Z's inclination towards online shopping and mobile application usage, the integration of modern tools as distribution channels into the operational framework of food producers on a larger scale appears to be a rational move. Originality/Value: The majority of scholarly works addressing these topics typically consist of case studies pertaining to a particular domestic market (especially in relation to Gen Z consumer behavior). As of now, there is a notable absence of research endeavors aimed at understanding the variances in Generation Z's consumption behavior concerning food items at the multinational level and forecasting the trajectory of this market through a cross-national comparative study. The present study addresses this identified research gap.