Ching?Hui Su|Chin-Hsun Tsai|Ming?Hsiang Chen|Wan Qing Lv
U.S. Sustainable Food Market Generation Z Consumer Segments
Iowa State University|Iowa State University|Nanjing Xiaozhuang University|Washington State University|Yunnan University
study explores interaction environmental consciousness sustainable food attributes predictors market segmentation process sustainable foods respect united states us generation z gen z consumers study executed using crossnational webbased survey analyze categorize gen z female n 435 male n 377 consumers 18 23 years age living continental united states objectives study classify us gen z consumers unique segments based environmental consciousness assess functional relationships among following degree ecological awareness b importance perception sustainable food attributes c food choices associated healthy eating habits sociodemographics survey data analyzed using cluster analysis consumer groups based environmental consciousness environmental consciousness measured using composite score environmental involvement scale environmental values scale gen z consumers high environmental consciousness sustainable activists moderate ecological awareness sustainable believers considered ecofriendly healthy product attributes purchasing sustainable food whereas gen z consumers low environmental consciousness sustainable moderates considered extrinsic product attributes eg price convenience furthermore results indicate food choices associated healthy eating habits could used develop profile different ecoconscious gen z consumer groups contributions study twofold first academic researchers paper extends marketing segmentation research concerning environmentally sensitive young consumers second industry professionals study provides food retailers food service operators sustainable consumer values aid development effective green marketing strategies better attract meet sustainability expectations gen zthe consumer segment spending power generation