Wykorzystanie wiedzy o produktach żywnościowych w procesie decyzyjnym konsumentów z pokolenia Z na przykładzie kawy i yerba mate
The use of knowledge about food products in the decision-making process of Generation Z consumers, exemplified by coffee and yerba mate

Summary/Abstract: Knowledge is an essential element in the purchasing decision-making process. It enables consumers to make conscious and appropriate choices for themselves and to identify product features. The greater the consumer's knowledge, the easier the decision-making process becomes, which, in the case of coffee and yerba mate, may be challenging due to their numerous properties. Generation Z is often described as conscious consumers characterized by openness and willingness to try new products. The aim of this scientific analysis is to determine to what extent young consumers utilize their knowledge about these two food products in their decision-making process. This article has a theoretical-empirical character. The considerations are based on methods of logical inference, a critical review of the literature, and original research conducted using an online survey technique with a self-designed questionnaire. The results of the analyses allowed the research objective to be achieved and provided recommendations for coffee and yerba mate producers and marketers related to disseminating information about the health benefits of these beverages.

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