ENABLING AND LIMITING FACTORS FOR PURCHASING FOOD PRODUCTS STRAIGHT FROM THE FARM USING THE EXAMPLE OF Z-GENERATION CONSUMERS

The purpose of this article was to identify the factors characteristic of Generation Z that favor and limit their decisions to purchase products straight from the farm, to identify their preferences regarding the choice of shopping destinations, barriers related to packaging and preferred forms of payment. The survey was conducted on a group of 246 representatives of Generation Z. This generation is an important and attractive group in the context of direct sales, as it is characterised by a greater openness to market novelties, represents considerable purchasing power, as well as decision-making power within their families and peer groups. The research showed that Generation Z consumers are interested in buying food products straight from the farm mainly fruits and vegetables, honey, fish and eggs. A motivating factor for buying straight from the farm turned out to be the local origin of the product, while a limiting factor was the lack of readily available pick-up points. In addition, the need to organize packaging before making purchases and limited options for cashless transitions proved to be much of a barrier. It would therefore be advisable for farmers interested in direct selling to make an effort to self-organise and use digital solutions such as mobile apps.