eng Mitić, Sanja Vehapi, Semir https://phaidrabg.bg.ac.rs/o:28403 doi:10.5937/ekoPolj2101127M ISSN: 0352-3462 info:eu-repo/semantics/article Abstract: The topic of this paper is food choice motives of generation Z in Serbia. Generational cohort is used as a theoretical perspective, as the research is focusing on specific generational cohort. The aim of this research is to understand the characteristics of generation Z and their food choice motives. A Food Choice Questionnaire (FCQ) was used for analyzing generation Z's motives. A survey was used for data gathering. The sample consists of 287 students, from three universities from Serbia. The results are presented based on descriptive statistics, statistical testing and principal component analysis. The most important food choice motives identified are: sensory appeals, health and nutritional food attributes and convenience of preparation. The study revealed that generation Z in Serbia has some common features, as recognized in developed countries, but shows one interesting divergence, regarding the undervaluation of ethical factors. Managerial implications from the perspective of a marketing strategy are discussed. Project: The implementation of contemporary management and marketing methods in improving competitiveness of companies in Serbia in the process of its integration in the European Union (MESTD - 179062) Biological effects, nutritional intake and status of folate and polysaturate fatty acid (PUFA): improvement of nutrition in Serbia (MESTD - 41030) http://creativecommons.org/licenses/by-sa/4.0/legalcode Food choice motives of generation Z in Serbia application/pdf 329791 bytes Ekonomika poljoprivrede 68(1) 2021 Keywords: food choice motives; generation Z; food choice questionnaire; food marketing