Food for thought Identifying the influential factors that affect consumption of organic produce in today's youth

Purpose This paper seeks to identify the factors that influence the perceptions and attitudes of young people in Montenegro toward organic products. Design/methodology/approach The results of the research, obtained using the multivariate factor analysis, showed that the vast majority of young consumers identify organic food as healthy and natural and that its higher price is a significant barrier inhibiting their likelihood of purchasing it, along with inaccessibility and the limited options offered. Findings The data obtained provides valuable information for managers and decision-makers working in organic food production and sales in Montenegro - a country with the potential to develop in this field. Originality/value This research represents the first academic study of customers' attitudes and perceptions in this area, alongside the main factors affecting the young consumer's choice to purchase organic food in Montenegro.