Abstract: Journal of Digital Marketing, E-Commerce, and Consumer Analytics

Abstract:
Behavioral model was developed on social cognitive theory, to explore the key determinants purchase behavior of 420 students Generation Z in Romania. The research data were collected with direct and online survey, us ing the market questionnaire. Young shoppers understand that we are what we eat and our health depends on the quality of our food. Health is not only a dietary factor, it remains essentially a social, moral factor, based on a market mechanism that spreads healthier eating habits. They choose to buy products that fall on the direct farm-to-consumer circuit, farm-to-fork.