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

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.