Segmenting the Generation Z Cohort University Students Based on Sustainable Food Consumption Behavior: A Preliminary Study

Kamenidou, Irene; Mamalis, Spyridon; Pavlidis, Stavros; Bara, Evangelia-Zoi

doi:10.3390/su11030837

Cited by 115 publications

(112 citation statements)

References 112 publications

(155 reference statements)

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“…For the purpose of the study, researchers created a Facebook account. More precisely, through this account, individuals who participated in the study had access to the results and were asked to review the data analysed and confirm their authenticity [11]. This was feasible for the participants who had access and ease with new technologies.…”

Section: Methodsmentioning

confidence: 99%

“…Studies that have focused on or include generational cohorts and SFC, and/or organic food products in general or specifically, are limited (to our knowledge), and they emphasize on one generation, with a particular tendency to Gen Y/Millennials [11,34,57,[102][103][104][105][106][107][108][109][110][111][112][113][114]. Table 1 presents the studies that-to the author's knowledge-focus on SFC or OFB combined with generational cohorts.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Kamenidou et al [11] Z SFC behaviour of the Generation Z cohort; segmentation of cohort Z Greece, N = 252 university students Sustainable behaviour focuses on eating seasonal fruits and vegetables and purchasing regional products. Two consumer segments were found.…”

Section: Leerattanakorn Et Al [104] Ymentioning

confidence: 99%

“…Therefore, given that the corresponding literature on the subject is extremely limited, it becomes critical to investigate the various generational cohorts as this has developed into an emerging and controversial topic in the Marketing domain. Consequently, while generational cohort theory was utilized at first only in four countries (the US, Canada, England, Australia), it has been rapidly adopted by other countries too mainly due to its high importance in consumer marketing [11,[47][48][49][50][51].…”

Section: Introductionmentioning

confidence: 99%

“…Studying consumers' patterns based on their generational cohort is an emerging topic in the marketing field [11,54,55] and-compared to other consumer characteristics-it is an understudied topic. As Chaney et al [55] state, generational cohorts, while used widely in social sciences, in the marketing area, this concept has been studied "marginally".…”

mentioning

confidence: 99%

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

2020

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One of the pathways to sustainable food consumption behaviour is the purchase and consumption of organic food products. This paper offers insights into the behaviour exercised by five generational cohorts toward organic products, i.e., Generation Z, Generation Y, Generation X, Baby Boomers, and the Silent Generation. A qualitative and quantitative research methodology is implemented, with the field research providing 1562 valid questionnaires over a nine-month period. Generational differences are explored in terms of purchasing behaviour, attitudes, and the effect of the economic crisis on the purchasing of organic food. Results unveil that all generational cohorts demonstrate a favourable attitude toward organic food, and they identify the economic crisis as an effect of low purchase behaviour. Additionally, findings reveal that in all cases, generational cohort differences do exist. Government policy through marketing communications can be adapted to determine the advantages of organic food compared to conventional ones, persuade consumers about the benefits, and, thus, reinforce favourable attitudes in association with economic crisis conditions.

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Section: Methodsmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Leerattanakorn Et Al [104] Ymentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

mentioning

confidence: 99%

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

2020

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Factors influencing intentions to transition to plant‐based protein diets: Canadian perspective

Abebe,

Ismail,

Kevany

et al. 2024

Food Science & Nutrition

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There is a pressing need for healthy diets guided by environmental and nutritional targets. Plant‐based proteins have emerged as a recent and rapidly growing trend in response to the challenge of sustainable and healthy food systems. While plant‐based protein foods are widely promoted as sustainable alternatives, shifting beliefs and attitudes about conventional protein sources present an ongoing challenge. The study examined Canadians' intentions to transition to plant‐based protein diets, partially or entirely. A nationally representative survey was conducted among Canadian consumers to achieve our research objective. The survey was administered online using the Qualtrics platform by a market research firm and yielded valid responses from over 1800 participants. The Theory of Planned Behavior (TPB) constructs—attitudes, self‐efficacy, and perceived availability—explained only 12% of the variation in intentions toward plant‐based protein foods, while sustainability and ethical concerns accounted for 10% of the variation in dietary patterns. Meat attachment negatively impacted changes in dietary patterns, explaining 11% of the intention variation. Additionally, individual past behavior accounted for 7% of intentions toward plant‐based proteins. Demographic factors, such as gender and education, strongly and positively predicted purchase intentions, while contextual factors, such as residing in rural neighborhoods and being from Atlantic Canada, showed a strong negative association with intentions toward plant‐based protein diets. The findings underscore the multifaceted nature of individuals' intentions toward plant‐based protein diets and emphasize the significance of considering cognitive, social, emotional, and past behavioral factors, alongside sustainability values and messaging, to transition to a more plant‐based protein diet. This approach should carefully balance individuals' emotional connection and the perception of meat as essential to their meals. Also, targeting interventions based on demographic characteristics, specifically gender, education, and residential neighborhood, can enhance changes in dietary protein sources. The findings contribute to the existing body of knowledge on consumer behavior and sustainable diets, guiding future research and policies informing the design of effective interventions to promote plant‐based protein consumption and dietary changes.

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Lifestyle, an integrative concept: Cross‐disciplinary insights for low‐carbon research

Agnew

Pettifor

Wilson

2023

WIREs Energy & Environment

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Lifestyle change is a fundamental component of transformative pathways to net‐zero emissions. Despite the pervasive use of ‘lifestyle’ as a concept, there is lack of convergence on what constitutes lifestyle due to contrasting perspectives and approaches within and across disciplines. While there is a long tradition of lifestyle research in public health and in marketing, this does not currently inform low‐carbon lifestyle research. We review a wide range of empirical and theoretical lifestyle studies using a directed thematic approach. Focusing on current knowledge within low‐carbon lifestyles research, we draw insights from two contrasting research perspectives (health, marketing) to support and advance low‐carbon research. We argue that ‘lifestyle’ is a unifying meta‐concept comprised of three common integrating elements: behaviours, cognitions, and context. We find variation across research fields reflecting differing emphasis and differentiate integrative from domain‐specific frameworks. Fragmented approaches in low‐carbon research compartmentalise concepts within domains such that ‘lifestyle’ is aligned more closely in meaning to ‘behaviour’, accentuating inconsistencies. Lifestyle heterogeneity is characterised by clusters of cognitive and behavioural factors linked to broad social and material contexts. We identify drivers of lifestyle change, and argue lifestyle is not purely a matter of choice but shaped by contextual factors which lock‐in unsustainable behaviours or facilitate sustainable behaviours. There are important implications for research and intervention. Lifestyle complexities demand a wider analytical lens incorporating cross‐disciplinary datasets and integrative frameworks. Broadening cognitive and contextual dimensions would deepen understanding of lifestyle change. Comprehensive low‐carbon lifestyle interventions should combine multiple strategies, at‐risk groups, and opportunistic circumstance.This article is categorized under: Climate and Environment > Net Zero Planning and Decarbonization Human and Social Dimensions > Behavioral Science

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Segmenting the Generation Z Cohort University Students Based on Sustainable Food Consumption Behavior: A Preliminary Study

Cited by 115 publications

References 112 publications

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

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

Factors influencing intentions to transition to plant‐based protein diets: Canadian perspective

Lifestyle, an integrative concept: Cross‐disciplinary insights for low‐carbon research

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