IDEAS home Printed from https://ideas.repec.org/a/ers/journl/vxxviiy2024i2p716-730.html
   My bibliography  Save this article

E-Consumption of Food Products as a Manifestation of Sustainable Behavior of Generation Z

Author

Listed:
  • Anna Sieczko
  • Lukasz Czech
  • Anna J. Parzonko
  • Krystyna Krzyzanowska
  • Leszek Sieczko
  • Martyna Lichaczewska-Ziemba
  • Paulina Szyszka

Abstract

Purpose: This paper investigates whether the behavior of Generation Z consumers regarding online shopping for food products can be described as sustainable behavior. Young people from this generation are becoming increasingly independent as they are entering the labor market, and their purchase decisions have an impact on market trends. Research focusing on Generation Z as consumers is relatively new, especially when it concerns food products. This study aims to fill the existing research gap. Design/Methodology/Approach: Data on the studied population were obtained using a standardized survey questionnaire. A total of 514 questionnaires were analyzed. To examine the relationship between selected variables, the Chi-square test was used. The similarity between responses was tested by hierarchical cluster analysis with Ward’s linkage method, using the binary distance (squared Euclidean distance). Findings: The results suggest that Generation Z prefers online forms of food products advertising. Contrary to previous findings reported in the literature, our research found that social media does not play a key role in Gen Zers’ purchase processes. Generation Z shows a conscious approach to online shopping, paying special attention to the possibility of comparing products, prices as well as the quality and origin of goods. Having information resources at their fingertips, Gen Zers are prag-matic and analytical in their decision making. Practical Implications: The analysis of the research results and the review of the literature on the subject showed that Generation Z representatives are conscious e-consumers, which is of great importance for shaping future sustainable market trends. Originality Value: It should be emphasized that there is a shortage of empirical research in the discourse on online purchases of food products, and even more so regarding Generation Z, which is only now entering the la-bor market and taking purchase decisions.

Suggested Citation

  • Anna Sieczko & Lukasz Czech & Anna J. Parzonko & Krystyna Krzyzanowska & Leszek Sieczko & Martyna Lichaczewska-Ziemba & Paulina Szyszka, 2024. "E-Consumption of Food Products as a Manifestation of Sustainable Behavior of Generation Z," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 716-730.
    • Handle: RePEc:ers:journl:v:xxvii:y:2024:i:2:p:716-730
    as

    Download full text from publisher

    File URL: https://ersj.eu/journal/3813/download
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Dominika Jakubowska & Aneta Zofia Dąbrowska & Bogdan Pachołek & Sylwia Sady, 2024. "Behavioral Intention to Purchase Sustainable Food: Generation Z’s Perspective," Sustainability, MDPI, vol. 16(17), pages 1-18, August.
    2. Pichler, Shaun & Kohli, Chiranjeev & Granitz, Neil, 2021. "DITTO for Gen Z: A framework for leveraging the uniqueness of the new generation," Business Horizons, Elsevier, vol. 64(5), pages 599-610.
    3. Julia Wojciechowska-Solis & Aleksandra Kowalska & Milena Bieniek & Monika Ratajczyk & Louise Manning, 2022. "Comparison of the Purchasing Behaviour of Polish and United Kingdom Consumers in the Organic Food Market during the COVID-19 Pandemic," IJERPH, MDPI, vol. 19(3), pages 1-19, January.
    4. Agata Balińska & Ewa Jaska & Agnieszka Werenowska, 2024. "The Importance of the Vinted Application in Popularizing Sustainable Behavior among Representatives of Generation Z," Sustainability, MDPI, vol. 16(14), pages 1-16, July.
    5. Alison Munsch, 2021. "Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 31(1), pages 10-29, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dominika Jakubowska & Małgorzata Grzywińska-Rąpca & Mariola Grzybowska-Brzezińska, 2024. "Why Do Consumers Buy Organic? Exploring Motivations and Socio-Economic Patterns," Agriculture, MDPI, vol. 15(1), pages 1-20, December.
    2. Qayyum, Abdul & Jamil, Raja Ahmed & Shah, Adnan Muhammad & Lee, KangYoon, 2023. "Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Kalina Grzesiuk & Dorota Jegorow & Monika Wawer & Anna Głowacz, 2023. "Energy-Efficient City Transportation Solutions in the Context of Energy-Conserving and Mobility Behaviours of Generation Z," Energies, MDPI, vol. 16(15), pages 1-28, August.
    4. Jeong, Dayun & Ko, Eunju & Taylor, Charles R., 2023. "Don't touch the Merchandise! Factors associated with consumer preference for contact free shopping," Journal of Business Research, Elsevier, vol. 154(C).
    5. Lindokule Mbokane & Lee-Ann Modley, 2024. "Green Consumerism in Young Adults: Attitudes and Awareness in University Students in Johannesburg, South Africa," Sustainability, MDPI, vol. 16(5), pages 1-23, February.
    6. Monika Wawer & Kalina Grzesiuk & Dorota Jegorow, 2022. "Smart Mobility in a Smart City in the Context of Generation Z Sustainability, Use of ICT, and Participation," Energies, MDPI, vol. 15(13), pages 1-30, June.
    7. Ioana A. Coman & Shupei Yuan & Jiun-Yi Tsai, 2022. "Toward an Audience-Centric Framework of Corporate Social Advocacy Strategy: An Exploratory Study of Young Consumers from Generation Z," Sustainability, MDPI, vol. 14(7), pages 1-17, March.
    8. Hazem Ali & Min Li & Xunmin Qiu, 2024. "Examination of HRM practices in relation to the retention of Chinese Gen Z employees," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.
    9. Donatas Cvirka & Elzė Rudienė & Mangirdas Morkūnas, 2022. "Investigation of Attributes Influencing the Attractiveness of Mobile Commerce Advertisements on the Facebook Platform," Economies, MDPI, vol. 10(2), pages 1-21, February.
    10. Cristina Nicolau & Eliza Nichifor & Daniel Munteanu & Oana Bărbulescu, 2022. "Decoding Business Potential for Digital Sustainable Entrepreneurship: What Romanian Entrepreneurs Think and Do for the Future," Sustainability, MDPI, vol. 14(20), pages 1-21, October.
    11. Pallavi Dogra & Arun Kaushal & Prateek Kalia, 2024. "What drives the investment intentions of emerging economy millennials? Examining the effect of financial advertisement with the PLS-SEM," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 276-291, June.
    12. Jin, Keyan & Zhong, Ziqi & Zhao, Elena Yifei, 2024. "Sustainable digital marketing under big data: an AI random forest model approach," LSE Research Online Documents on Economics 121402, London School of Economics and Political Science, LSE Library.
    13. Mengyang Li, 2024. "Adapting Legal Education for the Changing Landscape of Regional Emerging Economies: A Dynamic Framework for Law Majors," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(3), pages 10227-10256, September.
    14. Ningyan Cao & Normalisa Md Isa & Selvan Perumal, 2023. "Effects of Risk Attitude and Time Pressure on the Perceived Risk and Avoidance of Mobile App Advertising among Chinese Generation Z Consumers," Sustainability, MDPI, vol. 15(15), pages 1-18, July.
    15. C. Rudeloff & P. Michalski, 2024. "How Corporate Brands Communicate their Higher Purpose on Social Media: Evidence from Top Global Brands on Twitter," Corporate Reputation Review, Palgrave Macmillan, vol. 27(3), pages 202-215, August.
    16. Chin-Wen Chang & Sheng-Hsiung Chang, 2023. "The Impact of Digital Disruption: Influences of Digital Media and Social Networks on Forming Digital Natives’ Attitude," SAGE Open, , vol. 13(3), pages 21582440231, August.
    17. Shen, Famei & Li, Jie & Chen, Jianghang & Wang, Wangshuai, 2023. "Exploring young consumers’ intention to pay for shared express packaging: A multi-study analysis," Journal of Business Research, Elsevier, vol. 167(C).
    18. Ledy Gómez-Bayona & Alejandro Valencia-Arias & Elizabeth Emperatriz García-Salirrosas & Cinthy Catheryne Espinoza-Requejo & Gustavo Moreno-López, 2023. "Perception of Green Product Consumption in the Context of the COVID-19 Pandemic in an Emerging Economy," Sustainability, MDPI, vol. 15(11), pages 1-16, June.
    19. Ye Ye & Baichen Jiang & Binyao Ning & Xinjean Lim & Lijia Hu, 2023. "Does Price Matter in Mainland China? Examine the Factors Influencing Broiler Chicken Purchase Intention," Sustainability, MDPI, vol. 15(4), pages 1-16, February.
    20. Shahnaj Akter & Shahjahan Ali & Mária Fekete-Farkas & Csaba Fogarassy & Zoltán Lakner, 2023. "Why Organic Food? Factors Influence the Organic Food Purchase Intension in an Emerging Country (Study from Northern Part of Bangladesh)," Resources, MDPI, vol. 12(1), pages 1-19, January.

    More about this item

    Keywords

    Sustainable behavior; e-consumption; e-food market; Gen Z; online food shopping; e-consumer.;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ers:journl:v:xxvii:y:2024:i:2:p:716-730. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Marios Agiomavritis (email available below). General contact details of provider: https://ersj.eu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.