Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 24 ISSUE 2
Written by Roxana Larisa CADAR, Peter ŠEDÍK, Kristína PREDANÓCYOVÁ, Cristina Bianca POCOL

The aim of the study was to investigate consumer behaviour and preferences regarding products containing medicinal and aromatic plant ingredients among age generations. Statistical program XLSTAT 2022.4. was used to evaluate 375 replies from a larger database for examination with using multiple correspondence analysis and non-parametric tests. The findings showed that the key factor in the process of buying medicinal and aromatic plant products for treating and preventing illnesses was the quality of the product. Research results pointed out that ingredients, scientifically confirmed benefits, labelling details, origin of raw materials, absence of synthetic components, and the scent of the product are also important determinants of purchase. Moreover, the research revealed that consumers from Generation Z do not use medicinal and aromatic plant products for cosmetics, personal care purposes, or the prevention and/or treatment of several illnesses, while Generation Y, along with Generation X and Baby Boomers, tend to use them. Generation Y uses these products for both cosmetics and treatment purposes for - 9 years or more. Studying consumers of herbal and aromatic products across generational lines can provide distinct consumer patterns with a significant impact on the development of products and marketing strategies tailored to the specific requirements of each generation.

[Read full article] [Citation]