MOTIVES AND MAIN SOURCES OF INFORMATION IN LOCAL PRODUCTS PURCHASE: GENERATION Y AND GENERATION Z COMPARISON

Getting to know various generations and their behaviour is vital for every business. People born in the same era have preferences and lifestyle and behaviours. This paper is focused on Generation Z and Generation Y with the aim of analysing the main sources of information young people use when buying local products and their main motives for their purchase. The research was performed in Slovakia and by comparing these two cohort we found out that the two examined Generations have different motives to buy local products. Generation Y trust their local producers whereas Generation Z members buy local products because they find them healthier and they have lower impact on climate changes. Both of the generations rely foremost on recommendations from friends and family and Amazon reviews. They differ in their preferences in influencers and web sites recommendations. While Generation Z find the influencers they follow trustworthy, Generation Y turn rather to reviews from websites and news.