Behavioral intention to purchase sustainable food by Gen Z

Abstract

The transition toward more sustainable consumption patterns is increasingly driven by younger generations, particularly Generation Z. This dissertation investigates the behavioral intention of Generation Z to purchase sustainable food, focusing on the interplay between individual attitudes, confidence in sustainability labels, and the influence of social media. After a comprehensive review of the literature, a quantitative method was employed through a survey of 119 Generation Z participants. The results indicate that while a positive attitude alone did not directly predict purchase intention, trust in labels was found to mediate this relationship. Additionally, social media engagement strengthened the effect of attitudes on purchasing intentions. These findings highlight the importance of credible labeling and strategic social media marketing to effectively reach this environmentally conscious generation.