Consumption Tendencies of Functional Foods Among Generation Y and Z Individuals: The Case of the Black Sea Region

Abstract

This study examines the functional food consumption trends, purchase intentions, and behaviors of G

purchasing behaviors of Generation Y and Z individuals residing in the Black Sea Region. Based on a relational survey model, 388 valid online survey responses collected from 19 provinces were analyzed using Structural Equation Modeling (SEM). The findings indicate significant demographic and behavioral differences between the generations. Generation Z is characterized by a younger age, lower income, and irregular consumption patterns, whereas Generation Y is predominantly married, higher-income, engages in regular consumption, and prefers a wider variety of products. The analysis revealed that consumption value (CV) significantly influences both purchase intention (PI) and purchasing behavior (PB) across both generations (p < 0.001). However, the identical beta coefficients for the direct effect (CV → PB) and the indirect effect (CV → PI → PB) indicate that purchase intention does not exhibit a mediating effect. Therefore, within this model, neither full nor partial mediation is supported. Consequently, three out of four hypotheses were accepted, while one was rejected. These findings highlight the determining role of consumption values on purchasing behavior and underscore the importance of considering generational differences in marketing strategies and product development processes.

eneration Y and Z individuals living in the Black Sea Region using quantitative methods. Based on a correlational survey model, 388 valid online survey data collected from 19 provinces were analyzed using Structural Equation Modeling (SEM). Consumption value, purchase intention, and behavior were measured using five-point Likert scales. The findings reveal demographic and behavioral differences between the generations. Generation Z exhibits a younger, single, associate/bachelor's degree-educated, and low/middle-income profile, while Generation Y consists of married, bachelor's/master's degree-educated, and higher-income individuals. Generation Y prefers regular consumption and various supply channels (pharmacies, herbalists, online platforms), while Generation Z consumes less frequently and makes do with limited resources (supermarkets, home production). In terms of product preferences, Generation Y tends toward a wider range of products, while Generation Z focuses on specific products. SEM results revealed that Consumption Value fully influences Purchase Behavior through Purchase Intention (full mediation). All effects were found to be significant at the p < 0.001 level. These results emphasize the importance of generation-based marketing strategies.