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The Effect of Area of Residence and Income on Generation Z Cohort’s Intention to Consume Insects

In: Business in Uncertainty

Author

Listed:
  • Irene (Eirini) Kamenidou

    (Democritus University of Thrace, Kavala Campus)

  • Stergios Gkitsas

    (Aristotle University of Thessaloniki)

  • Spyridon Mamalis

    (Democritus University of Thrace, Kavala Campus)

  • Ifigeneia Mylona

    (Democritus University of Thrace, Kavala Campus)

  • Stavros Pavlidis

    (Democritus University of Thrace, Kavala Campus)

  • Aikaterini Stavrianea

    (National and Kapodistrian University of Athens)

Abstract

This study examines if the area of residence and income affect the Greek generation Z cohort’s intention to try certain edible insects and insect-based foods and drinks (N = 22). A non-probability sampling procedure and an online questionnaire were used targeting the Greek generation Z cohort. Through this procedure, 742 members of this cohort participated in the study. SPSS ver.28 software was used for data analysis, and the influence of area of residence and income was examined using chi-square tests. The results revealed statistically significant differences between area of residence and intention to try an insect-based food and drink for two cases. Income showed statistically significant difference with the intention to try insect-based foods for six cases. Marketing communication strategies are suggested to be implemented by policy makers and businesses.

Suggested Citation

  • Irene (Eirini) Kamenidou & Stergios Gkitsas & Spyridon Mamalis & Ifigeneia Mylona & Stavros Pavlidis & Aikaterini Stavrianea, 2024. "The Effect of Area of Residence and Income on Generation Z Cohort’s Intention to Consume Insects," Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business, in: Demetris Vrontis & Alkis Thrassou & Leonidas Efthymiou & Yaakov Weber & S. M. Riad Shams & Evangelos (ed.), Business in Uncertainty, chapter 0, pages 161-181, Palgrave Macmillan.
    • Handle: RePEc:pal:pscchp:978-3-031-65587-6_8
    DOI: 10.1007/978-3-031-65587-6_8
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