Segmenting the Generation Z Cohort University Students Based on Sustainable Food Consumption Behavior: A Preliminary Study

Irene C. Kamenidou, Spyridon A. Mamalis, Stavros Pavlidis and Evangelia-Zoi G. Bara
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Irene C. Kamenidou: Eastern Macedonia Thrace Institute of Technology (EMaTTech), 65404 Agios Loukas Kavala, Greece
Spyridon A. Mamalis: Eastern Macedonia Thrace Institute of Technology (EMaTTech), 65404 Agios Loukas Kavala, Greece
Stavros Pavlidis: Eastern Macedonia Thrace Institute of Technology (EMaTTech), 65404 Agios Loukas Kavala, Greece
Evangelia-Zoi G. Bara: Eastern Macedonia Thrace Institute of Technology (EMaTTech), 65404 Agios Loukas Kavala, Greece

Sustainability, 2019, vol. 11, issue 3, 1-22

Abstract: In-depth knowledge of sustainable food consumption behavior regarding university students, and especially the younger ones, reveals tendencies of the worlds’ sustainable future. This study aims to explore the sustainable food consumption behavior of the Generation Z cohort (18–23 years of age) that is studying at Greek universities and living away from home, and to segment them according to their behavior. Quantitative research was implemented with an online questionnaire, which resulted in a collection of 252 valid samples. The results revealed that the focus of sustainable food consumption behavior is limited to eating seasonal fruits and vegetables and purchasing regional food. Additionally, it identified two student segments based on sustainable food consumption behavior.

Keywords: sustainable food consumption; consumer behavior; sustainability; university students; Generation Z cohort; marketing; Greece (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (36)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:3:p:837-:d:203856

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