Behavioral Intention to Purchase Sustainable Food: Generation Z’s Perspective

Dominika Jakubowska (), Aneta Zofia Dąbrowska, Bogdan Pachołek and Sylwia Sady
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Dominika Jakubowska: Faculty of Economic Sciences, Department of Market and Consumption, University of Warmia and Mazury in Olsztyn, Oczapowskiego 2, 10-719 Olsztyn, Poland
Aneta Zofia Dąbrowska: Faculty of Food Science, Department of Dairy Science and Quality Management, University of Warmia and Mazury in Olsztyn, Oczapowskiego 7, 10-719 Olsztyn, Poland
Bogdan Pachołek: Institute of Marketing, Department of Product Marketing, Poznań University of Economics and Business, al. Niepodleglosci 10, 61-875 Poznan, Poland
Sylwia Sady: Institute of Quality Science, Department of Natural Science and Quality Assurance, Poznań University of Economics and Business, al. Niepodleglosci 10, 61-875 Poznan, Poland

Sustainability, 2024, vol. 16, issue 17, 1-18

Abstract: Sustainable food consumption is critical for addressing global environmental challenges and promoting health and ethical practices. Understanding what drives sustainable food choices among younger generations, particularly Generation Z, is essential for developing effective strategies to encourage sustainable consumption patterns. Using the Theory of Planned Behavior as the theoretical framework, this study aims to explore how the variables of the theory (personal attitude, subjective norms, and perceived behavioral control), along with consumer knowledge, trust, and health concerns, affect Generation Z’s intentions to buy sustainable food. The research was carried out in Poland via the online interview method (CAWI), with 438 users ranging between the ages 18 and 27. The results show that attitudes and knowledge are significant predictors of sustainable food consumption among Generation Z, while subjective norms, perceived behavioral control, health consciousness, and trust do not significantly affect purchase intentions. This research underscores the importance of educational campaigns and marketing strategies that enhance consumer knowledge and shape positive attitudes towards sustainable food. These insights offer valuable implications for policymakers, marketers, and educators aiming to encourage sustainable practices. Understanding the drivers of Generation Z’s sustainable food consumption behaviors can provide valuable insights for developing effective strategies to promote sustainable consumption patterns. This study adds to the body of knowledge on sustainable food consumption by highlighting the specific factors that drive Generation Z’s purchasing intentions.

Keywords: Generation Z; sustainable food consumption; intention to buy; consumer knowledge; attitude; Theory of Planned Behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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