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

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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)

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.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:17:p:7284-:d:1463226
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    References listed on IDEAS

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