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Generation Z Perceptions of Quality Certification: A Cross-National Study

Author

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  • Irene (Eirini) C. Kamenidou

    (Eastern Macedonia And Trace Institute of Technology (Ematteh), Kavala, Greece)

  • Spyridon A. Mamalis

    (Eastern Macedonia And Thrace Institute of Technology, Kavala, Greece)

  • Efstathios Dimitriadis

    (Eastern Macedonia And Thrace Institute of Technology, Kavala, Greece)

Abstract

This article explores Generation Z consumers' perceptions of quality certification. Specifically, it studies what 270 Generation Z university students perceive when they observe that fruit has a quality certification label, assessing nine statements on a Likert scale. The study was conducted through an online questionnaire with participants from Greece (n=87), Romania (n=86), and the Czech Republic (n=97). Analysis revealed that as concerns Generation Z consumers' perceptions of quality certification of fruits, the three higher overall (for all countries) mean scores were obtained for fruits having better taste (MS=4.22), being of superior quality (MS=4.20) and free of pesticides (MS=3.84). The Greek university students are the ones that have the least trust in the quality labeling and certifications. The results of the ANOVA analysis and post-hoc tests also indicated that there are significant differences among the three countries' Generation Z-ers. Implications for fruit marketing based on results are discussed.

Suggested Citation

  • Irene (Eirini) C. Kamenidou & Spyridon A. Mamalis & Efstathios Dimitriadis, 2018. "Generation Z Perceptions of Quality Certification: A Cross-National Study," International Journal of Food and Beverage Manufacturing and Business Models (IJFBMBM), IGI Global, vol. 3(1), pages 23-41, January.
    • Handle: RePEc:igg:jfbmbm:v:3:y:2018:i:1:p:23-41
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    Cited by:

    1. Priporas, Constantinos-Vasilios & Stylos, Nikolaos & Kamenidou, Irene (Eirini), 2020. "City image, city brand personality and generation Z residents' life satisfaction under economic crisis: Predictors of city-related social media engagement," Journal of Business Research, Elsevier, vol. 119(C), pages 453-463.

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