“Innovatives” or “Sceptics”: Views on Sustainable Food Packaging in the New Global Context by Generation Z Members of an Academic Community

Gerasimos Barbarousis, Fotios Chatzitheodoridis, Achilleas Kontogeorgos and Dimitris Skalkos ()
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Gerasimos Barbarousis: Laboratory of Food Chemistry, Department of Chemistry, University of Ioannina, 45110 Ioannina, Greece
Achilleas Kontogeorgos: Department of Agriculture, International University of Greece, 57001 Thessaloniki, Greece
Dimitris Skalkos: Laboratory of Food Chemistry, Department of Chemistry, University of Ioannina, 45110 Ioannina, Greece

Sustainability, 2025, vol. 17, issue 15, 1-23

Abstract: The growing concern over environmental sustainability has intensified the focus on consumers’ perceptions of eco-friendly food packaging, especially among younger generations. This study aims to investigate the attitudes, preferences, and barriers faced by Greek university students regarding sustainable food packaging, a demographic considered pivotal for driving future consumption trends. An online questionnaire assessing perceptions, preferences, and behaviours related to sustainable packaging was administered to students, with responses measured on a five-point Likert scale. Three hundred and sixty-four students took part in this survey, with the majority (60%) of them being female. Principal component analysis was employed to identify underlying factors influencing perceptions, and k-means cluster analysis revealed two consumer segments: “Innovatives”, including one hundred and ninety-eight participants (54%), who demonstrate strong environmental awareness and willingness to adopt sustainable behaviours, and “Sceptics”, including one hundred sixty-six participants (46%), who show moderate engagement and remain cautious in their choices. Convenience, affordability, and clear product communication emerged as significant factors shaping student preferences. The findings suggest that targeted educational campaigns and transparent information are essential to converting positive attitudes into consistent purchasing behaviours. This research provides valuable insights for policymakers and marketers looking to design effective sustainability strategies tailored to the student population.

Keywords: consumer behaviour; sustainable packaging; Generation Z; university students; eco-friendly practices; food packaging perceptions (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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