Comparing Five Generational Cohorts on Their Sustainable Food Consumption Patterns: Recommendations for Improvement Through Marketing Communication

Irene Kamenidou (), Spyridon Mamalis (), Ifigeneia Mylona () and Evangelia Zoi Bara ()
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Irene Kamenidou: School of Business and Economics, International Hellenic University, Agios Loukas
Spyridon Mamalis: School of Business and Economics, International Hellenic University, Agios Loukas
Ifigeneia Mylona: School of Business and Economics, International Hellenic University, Agios Loukas
Evangelia Zoi Bara: School of Business and Economics, International Hellenic University, Agios Loukas

A chapter in Advances in Longitudinal Data Methods in Applied Economic Research, 2021, pp 69-80 from Springer

Abstract: Abstract Contemporary food consumption patterns are regarded as one cause of environmental deprivation, so new sustainable food consumption patterns are vital for this world’s future. This paper presents the results of field research that studies the sustainable food consumption patterns of five generational cohorts, namely Generation Z, Generation Y, Generation X, Baby Boomers, and the Silent Generation. Specifically, it explores if the subjects of the five generational cohorts (N = 1561) have adopted or are willing to adopt sustainable food consumption behavior. Additionally, it investigates differences amongst the generational cohort’s sustainable food consumption behavior.

Keywords: Sustainable food consumption; Generations; Generational cohorts; Sustainability; Communication; Marketing; Consumer behavior (search for similar items in EconPapers)
JEL-codes: M31 M37 M38 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-63970-9_5

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DOI: 10.1007/978-3-030-63970-9_5

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