Generational Differences toward Organic Food Behavior: Insights from Five Generational Cohorts

Generational Differences in Food Choices and Consumer Behaviors in the Context of Sustainable Development

(1) Background: This study examines diverse food choices and sustainable consumption behavior across four generations of Poles: Baby Boomers, Generation X, Generation Y, and Generation Z. (2) Methods: The research employed an online survey with a quota sample of 1000 individuals, representing the Polish population in terms of gender, residence, and education (categorized into two groups). (3) Results: For Poles, the crucial factors in food selection were product quality (69.0%), price (68.6%), and information about the product's composition (41.0%). Older cohorts (Baby Boomers and Generation X) prioritized food quality, while younger generations (Generation Y and Generation Z) emphasized price. Statistically significant differences emerged between generations regarding the product's country of origin, with older generations emphasizing its importance more. The oldest group (Baby Boomers) considered ecological certification most important. As much as 85.9% of Poles checked product expiration dates while buying products, and 82.8% bought only as much as they needed. Baby Boomers most often exhibited these two behaviors and can be considered the most responsible among all generations. (4) Conclusions: This article highlights the importance of comprehensive sustainability efforts in the context of food choices. It takes into account the socio-cultural and historical circumstances of each generation that influence their consumer habits.

Exploring factors of e-waste recycling intention: The case of generation Y

The seriousness of the e-waste crisis stems from the fact that consumers do not participate much in ensuring the proper disposal of electronic materials. In this context, millennials are the largest segment of consumers of electronic products who are not yet motivated to get sustainably rid of them. However, to inspire consumers to recycle e-waste, it is necessary to investigate consumers' behavioral intentions towards e-waste thoroughly. This study integrates the theory of planned behavior, social influence theory, and personality traits to examine how consumers gauge their choice to recycle e-waste. Data were collected from randomly surveying 300 Lithuanians through a structured questionnaire. Using the PLS-SEM approach, results show that attitude, subjective norms, and perceived behavioral control significantly influence consumers' e-waste recycling intention. Regarding personality traits, only openness to experience significantly affects consumers' e-waste recycling intention. In contrast, other traits such as agreeableness, conscientiousness, extraversion, and neuroticism have a non-significant influence on consumers' e-waste recycling intention. In addition, normative and informational social influence affects consumers' e-waste recycling intention. The current study advances our understanding of e-waste recycling behavior by examining how TPB, personality factors, and social influence theory influence intentions. It provides valuable insights for policymakers and marketers on understanding and encouraging the e-waste behavior of Lithuanian Y-generation consumers.

Is Generation Z Ready to Engage in Entomophagy? A Segmentation Analysis Study

This study examines the behavior and attitudes of adult Generation Z cohort members in relation to entomophagy. Specifically, it explores their familiarity with insect consumption, prior experience, and willingness to consume certain insect-based foods and drinks. Lastly, the Z cohort is segmented based on their behavior and attitudes. Through online quantitative research, a valid sample of 742 questionnaires was collected. Data analysis included descriptive statistics, reliability analysis, factor, hierarchical cluster, and K-means cluster analysis, as well as chi-square tests. Results revealed that 41.4% are familiar with what insect consumption is, and no one had previously engaged in entomophagy. The insect-based food that the Z cohort is most willing to try is bakery products containing insect flour. The 88.5% of the Z cohort is not willing to replace meat protein with insect protein, and 20.4% are interested in obtaining more information about entomophagy. Moreover, 6.3% of the Z cohort is "willing" to participate in sensory tests, but when contact information was requested, only one factual name with phone number was provided. Segmentation of the Z cohort's behavior was performed based on eight variables and four segments were identified: the "Future potential insect consumers" (29.1%), the "Rejecters" (26.7%), the "Disgusted, prefer to starve" (22.2%), and the "Inconsistent" (22.0%). Overall, the Z cohort is not food neophobic, but is unwilling to engage in entomophagy. Communication strategies are suggested to increase awareness and provide information about entomophagy and its benefits.

Country-specific food culture and scientific knowledge transfer events - Do they influence the purchasing behaviour of seafood products?

A positive perception of aquaculture products is essential to boost production by using more sustainable and eco-friendly solutions. However, consumer perception and resulting purchasing decisions remain poorly understood. In most European countries, the consumer perception tends to be rather negative, which is reinforced by knowledge gaps and misleading information from the media. This is believed to have the greatest impact on the current low consumption rate of farmed fish across Europe. Previous research has suggested that consumers may often be reluctant to change their seafood purchasing behaviour despite having a solid scientific understanding of aquaculture products and their mode of production. In this study, we investigated the extent to which country-specific contexts and degree of scientific knowledge contribute to the purchasing behaviour of consumers across Europe. To this end, interactive poster surveys and semi-structured interviews were conducted at eight different knowledge transfer events (KTEs) across three countries, targeting 383 participants. The application of a yet underutilized method, an interactive poster survey, underscored the need to use new approaches to tackle consumer behaviour. Our results indicate that increased scientific knowledge does not lead to changes in purchasing behaviour per se. Perceptions and purchasing habits are very contextual and vary from culture to culture. This points to the highly interlinked nature of country-specific marine food culture that ranges between individual awareness, scientific knowledge, and socio-cultural contexts, all of which renders in resulting individual purchasing decisions. Our results suggest focusing more on the sustainability of a product and emphasising the ongoing transition towards a circular economy approach in the aquaculture sector may be a promising pathway to foster more sustainability-driven purchasing decisions in the seafood sector. Our findings also question whether trying to educate the public about more sustainable purchasing criteria is really the key to foster more sustainable consumption patterns or whether we are working from misleading assumptions that lead to wrong approaches. In conclusion, a lack of clear and easily accessible information appears to be the main barrier to social acceptance of sustainable aquaculture products in Europe.

Marketing Organic Food from Millennials’ Perspective: A Multi-Theoretical Approach

This study examines the significant differences between the socio-demographic characteristics of Millennials in Malaysia and their intention to purchase organic food. In addition, the study also investigates the factors that influenced their purchase intention using a multi theoretical approach based on the Theory of Planned Behavior and Protection Motivation Theory. A questionnaire-based approach was applied. Data were collected via a face-to-face method at organic and non-organic food shops located in Klang Valley, Malaysia. SPSS and PLS-SEM were used to analyze 214 useable samples. The results from the independent sample T-test and ANOVA test showed that there were no significant differences between gender, age, marital status, educational level and ethnicity and intention to purchase organic food; while occupation, monthly income and prior purchase experience were found to have differences on this intention. In addition, a structural model was tested and revealed that response efficacy and attitude positively influenced organic food purchase intention; and attitude was the most important predictor of this intention. Knowing the influencing factors and differences of the target market from the socio-demographic characteristics will enable firms to create more specific selling points to market organic food to the right target markets, hence, contributing towards sustainability in the country.

European Consumers Attitudes toward Ethnic Foods: Case of Date Fruits

This study focuses on the perception of ethnic foods by European consumers. The aim of this work is to enrich the literature on the analysis of consumer perception of ethnic foods by focusing on the socio-demographic characteristics of consumers, the possible role played by product attributes, psychographic characteristics, and willingness to pay for these products, specifically date fruits. We surveyed a representative sample of 1123 Italian and French consumers. Using an ordered logit model, we found that, as for any other product, geographical indication, region of production, organic character, and fair trade are attributes that individuals consider in their purchase decisions for ethnic foods. Similarly, country of origin is a source of quality for ethnic foods such as dates. The results reveal that women, more educated individuals, and Generation Z (younger individuals) have a higher willingness to pay for organic, fair trade, and GI-labeled ethnic foods. Finally, this willingness to pay is driven more by product knowledge than by cognitive closeness to the ethnic food.

Factors That Influence Consumers’ Sustainable Apparel Purchase Intention: The Moderating Effect of Generational Cohorts

The circular economy is one of the crucial issues in fashion because the fashion industry is a major global polluter. Many consumers are adopting a more sustainable lifestyle and it shows in their buying preferences and behaviors. This study aims to predict sustainable fashion apparel consumption using an extended version of the belief–attitude–intention framework, by investigated the moderating effect of generational cohorts. Particularly, the study emphasizes the rental apparel, second-hand apparel, and recycled apparel markets. Survey data were collected from 135 Generation X consumers, 134 Generation Y consumers, and 139 Generation Z consumers in Taiwan. Structural equation modeling and the bootstrapping method were applied to test the hypothesized relationships. The findings determined environmental consciousness, perceived value, and perceived risk as key predictors of consumers’ sustainable apparel purchase intentions. The findings also showed that the generational cohort negatively moderated the relationship between environmental consciousness and sustainable apparel purchase intentions. Therefore, fully understanding consumers’ purchase intentions regarding sustainable apparel is an indispensable topic for both academia and industry in a circular environment. Moreover, the fashion industry should concentrate more on promoting sustainability and ecologically friendly apparel products as well as developing multi-generational marketing strategies.

How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers

Organic food purchase behavior is attracting increasing attention from researchers and managers. However, there is a need to further explore differences among groups of consumers, namely with regards to cultural dimensions. To help fill this gap, this article aims to examine the impact of collectivism on the determinants of organic food purchase intention and behavior. Building on the theory of planned behavior, this article suggests its extension by considering an additional set of explanatory variables that are shown to be relevant to explain consumer behavior. It includes a quantitative study conducted with young consumers from two European countries, Norway (n = 468) and Portugal (n = 448). Structural equation modelling allowed to conclude that collectivism positively impacts attitude, subjective norm, perceived price, and environmental concern towards organic food. The expected positive impacts of collectivism on product availability and health concerns were not supported by the study. Furthermore, the positive impact of attitude, subjective norm, perceived price, health consciousness, and environmental concerns on intention to purchase organic food were also confirmed, even though availability had an insignificant impact on intentions. Finally, and aligned with extant literature, this study also found a positive impact of intention to purchase behavior on organic food. Interestingly, the positive relationship between Collectivism and Availability, and between Availability and Purchase Intention, was only significant for Portugal. The study confirms the relevance of considering cultural dimensions, particularly collectivism/individualism, to further understand consumer behaviors toward organic food. Based on the findings, implications for both managers and researchers are highlighted.

Segmentation of Turkish Wine Consumers Based on Generational Cohorts: An Exploratory Study

The purpose of this study is to segment Turkish wine customers based on generational cohorts. It also explores the characteristics of the customers in each group based on wine attributes, information sources, wine consumption, purchase behaviour and socio-economic characteristics. The study’s data were collected from the listed mail addresses in some universities, institutes and company websites through a structured online questionnaire. The sample includes 708 respondents. After splitting consumers into three different generational cohorts based on the birth year (Baby Boomers, Generation X and Generation Y), the study clearly profiles the groups by employing principal component analysis, ANOVA and chi-square analyses. After splitting consumers into three groups based on generational cohorts, the study clearly identifies the differences between groups regarding wine attributes, information sources, purchasing and consumption and socio-demographic characteristics. Although there are many studies examining wine consumers in the literature from diverse countries, this is the first study investigating wine consumers based on generational cohorts in Turkey.

Investigating the Role of Ethical Self-Identity and Its Effect on Consumption Values and Intentions to Adopt Green Vehicles among Generation Z

Consumption values and consumer identities have been widely explored as needed in the literature on sustainability, but they are mainly treated as separate predictors of sustainable behavior. Researchers are calling for further analysis of these variables’ combined impacts to investigate sustainable behavior. This research integrates consumption values theory (functional, social, conditional, epistemic, and emotional) and ethical self-identity to explore the intention to adopt green vehicles among Generation Z. The data in this paper were collected from 319 respondents through a structured questionnaire in two universities in Islamabad, Pakistan. We used the PLS-SEM approach to analyze the results; we found that functional value (quality), social value, conditional value, and emotional value significantly influenced the intention to adopt green vehicles among Generation Z. The study further demonstrated that ethical self-identity significantly mediates the relationship between consumption values and the intention to adopt green vehicles among Generation Z. Our findings indicate that ethical self-identity inferences are favorable when promoting green vehicles among Generation Z. Therefore, the results of this study provide novel understandings for marketers and policymakers in Pakistan to emphasize the improvement of consumer values and ethical self-identity, which will eventually contribute to the adoption of green vehicles. In addition, automakers should promote green ideas, to encourage Generation Z to replace their existing vehicles with alternative green options in Pakistan.

#fridaysforfuture – What does Instagram tell us about a social movement?

Understanding social movement structures is important for political decision-makers to enable them to recognise the various motivating factors behind these movements. The Fridays for Future movement characterises a political group that has a majority of young people, frequently using social media to organise actions. By conducting a social network analysis on hashtags, this study contributes to the understanding of the global Fridays for Future movement. Particularly, we focus on the use and connection of hashtags on Instagram. We collected 59,112 posts tagged with #fridaysforfuture and analysed 91,172 hashtags used therein. Subsequently, the 140 most used hashtags were divided into 11 clusters, which provide not only information about the organisation of the social movement via social media, but also insights into lifestyle-related aspects. The clusters include the topics: climate; nutrition, lifestyle and health; memes; cycling; art; sustainable consumption and the Earth Day. The article shows that the motives of the Fridays for Future movement are broad. We can demonstrate that Fridays for Future is connected to other social movements and gain insights into the everyday life of the Fridays for Future stakeholders.

South African Consumer Adoption of Plant-Based and Cultivated Meat: A Segmentation Study

The purpose of this study was to assess the likelihood of consumer adoption of plant-based and cultivated meat in South Africa as a pathway to a healthy, sustainable, and equitable food supply. We recruited a large sample of South Africans representative across age (18–61), gender, race, and income to participate in an online survey. Participants responded to a range of measures including adoption indicators, estimated yearly intake, motivators for purchasing, desired product characteristics, preferred species, and sociodemographics. We found a high degree of openness to both products. For plant-based meat, 67% were highly likely to try and 59% were highly likely to purchase. For cultivated meat, 60% were highly likely to try and 53% were highly likely to purchase. The highest acceptance was amongst the younger generations: 60% of born-frees, 62% of millennials, and 53% of Gen X were highly likely to purchase plant-based meat and 55% of born-frees, 55% of millennials, and 46% of Gen X were highly likely to purchase cultivated meat. For the general population, we observed that future meat intake was estimated to be split equally among the three meat categories (conventional, cultivated, and plant-based). We found early adopters (those highly likely to purchase) to be quite similar in attitudinal and sociodemographic characteristics in comparison to the general population. The study findings suggest that both plant-based and cultivated meat could be viable market-based options for improving the food system in South Africa, as consumers across all segments of society, and especially amongst the younger population, indicated broad acceptance.

Invited review: Sustainability: Different perspectives, inherent conflict

Consumer definitions of sustainability are largely uninformed by scientific research and may not align with industry definitions. Furthermore, consumers themselves have varied perceptions, definitions, and opinions of sustainability that vary between categories and products within the dairy category. Understanding these differences and developing marketing messaging aligned with consumer sustainability definitions offer an advantage to dairy product producers when strategically positioning their products in a changing marketplace. This review outlines the factors that may affect consumer sustainability perceptions to provide a basis for future marketing and scientific work. Consumer trends and desires for sustainability are explored, including how they are reflected in the rapid growth of plant-based alternatives. Factors that may influence consumer perception of dairy as sustainable are covered in detail, including packaging, labeling, animal welfare, organic status, grass-fed or pasture-raised feeding systems, and local and clean label perceptions. Finally, a discussion of the challenges of marketing dairy foods with sustainability messages is addressed.

Sustainable Food Consumption: Investigating Organic Meat Purchase Intention by Vietnamese Consumers

Promoting sustainable food consumption contributes to the achievement of the United Nation’s Sustainable Development Goals. This study investigated the key determinants of consumer intention to purchase organic meat in an emerging market and a unique model was developed by incorporating environmental concern and guilt with the key components of the Theory of Planned Behavior. This model was then validated by obtaining data from a sample of 402 Vietnamese consumers at five food stores in Ho Chi Minh City, using a paper-based survey. The findings reveal that consumers who are concerned about the environment are likely to formulate favorable attitudes and downplay monetary barriers associated with organic food purchase. In addition, while attitudes and guilt about buying conventional meat have a positive effect on organic meat purchase intention, perceived monetary barriers significantly reduce the intention. These findings highlight both the rational and emotional aspects of organic food purchase intention and have important implications for key stakeholders and the encouragement of organic meat consumption.

Knowledge Assessment of COVID-19 Symptoms: Gender Differences and Communication Routes for the Generation Z Cohort

This paper explores the generation Z (Gen Z) cohort's self-assessed knowledge regarding the coronavirus disease 2019 (COVID-19) symptoms as well as their interest in acquiring information and learning more about the transmission and spread of the severe acute respiratory syndrome coronavirus 2 (SARS-COV-2 virus) and the COVID-19 symptoms. Additionally, it investigates gender differences in self-assessed knowledge of COVID-19 symptoms. Field research employing a nonprobability sampling method with an online questionnaire resulted in collecting 762 valid questionnaires. Data analysis included descriptive statistics, factor and reliability analysis, and the independent sample t-test. Results reveal that overall symptom knowledge was assessed higher than the self-assessed knowledge of the 13 specific symptoms. No gender differences were detected regarding self-assessed knowledge of the following COVID-19 symptoms: cough, dyspnea, anorexia, productive cough with expectoration (phlegm), headache, and diarrhea. On the other hand, for self-assessed overall knowledge of COVID-19 symptoms, as well as self-assessed knowledge of COVID-19 symptoms related to fever and fatigue, myalgia (muscle pain), pharyngodynia, nausea-vomitus, hemoptysis, and abdominal pain, the t-tests conducted showed that there are statistical differences in knowledge assessment between male and female subjects. Based on the outcomes, the paper provides marketing communication practices targeting this young generation cohort to raise awareness so that Gen Z'ers may react effectively if these symptoms are observed and, thus, request medical assistance.