Business Strategy and the Environment

RESEARCH ARTICLE

Gen Z Consumption: Who Chooses Green?

Erica Varese1 | Magdalena Wojnarowska2 | Paweł Dziekański3 | Łukasz Popławski4 | Maria Chiara Cesarani1

1Department of Management “Valter Cantino”, University of Torino, Torino, Italy | 2Department of Technology and Ecology of Products, Cracow University
of Economics, Cracow, Poland | 3Department of Economics and Finance, Jan Kochanowski University in Kielce, Kielce, Poland | 4Department of Public
Finance, Cracow University of Economics, Cracow, Poland

Correspondence: Magdalena Wojnarowska ([email protected])

Received: 3 March 2025 | Revised: 20 May 2025 | Accepted: 26 May 2025

Funding: The work was supported by the National Science Centre, Poland, under research project ‘Consumer Actions as a Factor Intensifying Development
of the Circular Economy’, no 2022/45/B/HS4/00363.

Keywords: consumer attitudes | demographic factors | environment | generation Z | sustainable development | water footprint

ABSTRACT
This study examines how demographic factors influence the purchasing behaviour and preferences of Gen Z consumers, with a
focus on sustainable consumption. The research aims to determine whether these factors can inform more effective marketing
strategies and personalized consumer profiles to promote environmentally responsible purchasing decisions. A quantitative re-
search approach was employed through an online survey using computer-­assisted web interviewing (CAWI). Data were collected
from university students across Italy to assess the impact of gender, age and education on sustainable shopping behaviors. The
results reveal a significant relationship between shopping frequency, environmental awareness and gender, as well as between
education level, shopping frequency and personal commitment to environmental care. The findings suggest that tailored edu-
cational strategies targeting different demographic groups may enhance sustainable consumption practices and contribute to
broader sustainability goals. This study contributes to the discourse on sustainable consumption by integrating demographic
segmentation into marketing and policy strategies. Given the socio-­economic and environmental crises shaping consumer be-
haviours, understanding the role of gender, age and education in sustainability-­oriented decision-­making can inform targeted
interventions and promote responsible consumption patterns among Gen Z.

1   |   Introduction emissions and has minimal environmental impact, including

on water resources and land use. As a result, the protection of
1.1   |   Environmental Awareness of Consumers biodiversity and ecosystems has become a key element of corpo-
and Their Purchasing Decisions rate and societal strategies worldwide (Wojnarowska et al. 2022;
Ammann et al. 2023; Sestino et al. 2023).
Civilization and globalization processes have significantly
changed food production and consumption patterns, contrib- Consumer studies conducted by Abdulsahib et al. (2019) show
uting to the climate crisis. This is one of the reasons why both that health and environmental concerns play an important
researchers and companies are addressing the challenge of pro- role in purchasing decisions for organic food. This finding is
ducing and consuming food that is nutritious, has low carbon confirmed by the Food & Health Survey (International Food

The work described has not been published previously; it is not under consideration for publication elsewhere, and its publication is approved by all authors and tacitly
or explicitly by the responsible authorities, where the work was carried out. If accepted, it will not be published elsewhere in the same form, in English or in any other
language, including electronically, without the written consent of the copyright-­holder. All the authors confirm that any necessary permission has been obtained for
the publication. Finally, all the authors disclose any actual or potential conflict of interest including any financial, personal or other relationships with other people or
organizations within 3 years of beginning the submitted work that could inappropriately influence, or be perceived to influence, their work.

© 2025 ERP Environment and John Wiley & Sons Ltd.

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Information Council 2020), which reports that 59% of respon- companies (Su et al. 2019). Studies by other authors such as
dents consider sustainability an important factor in their food Ateş (2021), Reddy et al. (2023) and Irfany et al. (2024) have
choices, although 60% admit to being uncertain about whether shown that consumers in different age groups show different at-
their food choices are environmentally friendly. Many studies titudes towards environmentally friendly consumer behaviour.
have shown that consumers are willing to pay more for organic
products, highlighting their sensitivity to environmental and Moreover, education plays a crucial role in shaping pro-­
ethical issues (Aprile and Punzo 2022; Sigurdsson et al. 2022). environmental attitudes. Individuals with higher levels of edu-
This change in behaviour is important in the context of a global cation are more likely to engage in pro-­environmental behaviour
population that is constantly growing and urbanising. A study (Rice 2006; Zavali and Theodoropoulou 2018), which may lead
conducted by Annunziata et al. (2019) showed that consumers to more sustainable purchasing decisions.
who adopt sustainable habits have positive attitudes towards
sustainable consumption and its goals. Empirical evidence from the literature shows that consumer
choices also depend on gender as women are more involved in
Such consumer behaviour is in accordance with the global pro-­ecological attitudes (Kabaja et al. 2022). However, some
pursuit of sustainable development as indicated in the ‘2030 studies (Laroche et al. 2001; Witek and Kuźniar 2020) suggest
Agenda for Sustainable Development’, which outlines 17 that these differences may not be as pronounced.
Sustainable Development Goals (SDGs) aimed at creating a
healthier and more equitable world. According to the defini- Research Question 2. Based on the literature review, the fol-
tion of sustainable development, human beings must bear in lowing research question can be formulated: What is the sig-
mind that the planet is not inherited from our ancestors, but nificance of demographic factors (age, gender and education) in
borrowed from future generations (Kemper et al. 2023; Varese making purchasing decisions regarding organic and sustainable
et al. 2024). However, the definition and components of en- products?
vironmentally responsible behaviour are not yet fully estab-
lished from a scientific perspective (Bolis et al. 2017; Varese Answering this question is crucial, as the literature review sug-
et al. 2022), highlighting the need for further research in gests that Gen Z consumers, women and individuals with higher
this area. education levels are more likely to make pro-­environmental
purchasing decisions. This finding serves as a foundation for
Research Question 1. To what extent does consumers' environ- further marketing strategies targeting these consumer groups.
mental awareness influence their purchasing decisions, particu-
larly in the context of sustainable development?
1.3   |   Variability in Consumer Behaviour in
Addressing this question is crucial, as uncertainty persists the Context of Sustainable Development
regarding the real impact of purchasing decisions on the
environment. Therefore, understanding these relationships According to market segmentation theory, which categorizes
is essential for further promoting sustainable consumption consumers into groups with similar characteristics and purchas-
patterns. ing preferences, understanding the impact of demographic fac-
tors on sustainability purchasing decisions is crucial. Research
shows that consumers from different age groups exhibit varying
1.2   |   Demographic Factors and Consumer attitudes towards environmentally responsible consumption
Behaviour behaviour (Ateş 2021; Reddy et al. 2023; Irfany et al. 2024).
Furthermore, studies by Kabaja et al. (2022) suggest that women,
Segmentation plays an important role in the dynamic transfor- regardless of their level of education, are more likely to engage
mation of the consumer market, dividing the market into groups in pro-­environmental behaviours, which may have implications
of customers with similar characteristics and purchasing prefer- for the design of marketing strategies.
ences. In the context of sustainable consumption, it is important
to consider factors such as gender, age and level of education, as Research Question 3. Based on the above literature review, an
these can significantly influence consumers' purchasing deci- important question arises: Is there a difference in purchasing
sions, especially in the context of intergenerational differences. behaviour between consumers from different age groups (e.g.,
Gen Z vs. older generations) regarding environmentally friendly
With reference to age, generational cohort theory suggests that products?
individuals born during the same period share similar expe-
riences, which influence their values and behaviours (Tang Answering this question is essential, as market segmentation
et al. 2017; McKercher 2023). Scholars consider Gen Z a cohort of based on demographic factors such as age, gender and education
individuals born approximately between the mid-­to-­late 1990s level enables the development of more effective marketing strat-
and the early 2010s (years vary slightly between sources) de- egies tailored to consumers' evolving needs. Analyzing these
fined by their lifelong interaction with digital technology, global factors will facilitate a better alignment of product offerings and
connectivity and changing social values. Bolis et al. (2017) and marketing communications with the preferences and expecta-
Mehraj et al. (2023) attest that these individuals are more aware tions of contemporary consumers, particularly Gen Z.
of global challenges and their impact on the environment than
previous generations and are more willing to pay a premium Considering all the above-­mentioned premises, this study ex-
price for products and services offered by socially responsible amines the roles of gender, age and education in the process of

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consumer market segmentation in the context of sustainable The research process began on 1 July 2023 and ended on 30
consumption. The aim of this study is to determine the influ- August 2023. All participants agreed to participate in the sur-
ence of demographic factors on the purchasing behaviour and vey. They were informed about the method of data process-
preferences of Gen Z consumers and to determine how this in- ing and protection of their data. The survey was conducted
formation can be used to develop more effective marketing strat- anonymously.
egies and personalized consumer profiles. Therefore, this study
aims to understand the complexity of the contemporary Gen Z The primary research instrument was a carefully designed
consumer market and identify the key factors that determine survey questionnaire aimed at thoroughly examining the pref-
preferences and purchasing behaviour in the era of sustainable erences and consumer behaviours of young representatives of
consumption by analyzing available data and empirical studies. Gen Z in Italy in the context of sustainable consumption. The
Gaining knowledge about the role of gender, age and education main objective was to identify the demographic, psychographic
in consumer market segmentation can ultimately contribute to and social factors influencing the purchasing decisions of this
a more effective adaptation of product offerings and marketing group with regard to environmentally friendly products. The
communications to customers' changing needs and expecta- questionnaire design incorporated links to the principles of
tions. It is important to recognize the impact of these factors on sustainable development and the circular economy, seeking to
family decision-­making. capture respondents' awareness of the environmental impact
of their choices, their attitudes towards waste reduction and
This study aims to fill a gap in the literature by exploring the role resource reuse, as well as their preferences for responsibly pro-
of demographic factors (gender, age and education) in shaping duced goods.
Gen Z consumer profiles in the context of sustainable food con-
sumption, a relatively new but rapidly growing area of interest in The results of the survey analysis were divided into groups of
both academia and business. As companies increasingly focus questions, that is, ‘how often …’, ‘when personally …’, ‘to what
on sustainability and consumer preference shifts, this research extent …’ and ‘do you know …’. In this context, an attempt was
could provide actionable insights into market segmentation and made to investigate the significance of the impact of sustainable
more targeted sustainable marketing strategies. To achieve this consumption, gender, age and education on consumer decisions.
goal, the paper is structured as follows: Section 2 presents the
research methodology; Section 3 proposes and discusses the re- A deliberate sampling method was employed, with a predeter-
sults; and Section 4 provides conclusions, limitations and future mined sample size of 500 participants. Although the actual num-
research perspectives. ber of respondents was high, some surveys were incomplete or
had gaps, resulting in the exclusion of responses from the study.

2   |   Methodology Therefore, after considering only Gen Z, the sample size is

N = 489. Table 1 presents the sample characteristics.
This study investigates young Gen Z consumers living in Italy.
To this end, a computer-­assisted web interviewing (CAWI) was The questionnaire structure comprised several key thematic
conducted. This method is widely used by researchers owing to sections, each designed to address the specific research ques-
its advantages such as the ability to include graphic and mul- tions (Research Questions 1, 2 and 3). The first section focused
timedia elements, its speed and its effectiveness in reaching on the demographic profile and lifestyle of respondents, collect-
the target group of Internet users. According to Vermeir and ing basic information such as age, gender, education level and
Verbeke (2006), students were selected because they were in- place of residence. The second section examined environmen-
dividuals who were reaching the concluding phases of crafting tal awareness, attitudes towards sustainable development and
their personal identity and concurrently formulating their own knowledge of the circular economy, aiming to assess respon-
sets of beliefs and values. This pivotal period significantly in- dents' understanding and opinions on these topics.
fluences the habits that they will likely carry throughout their
lives, presenting policymakers with extensive prospects to in- The third and central section analyzed purchasing behaviours
spire sustainable consumption behaviours within the populace. and food consumption patterns, with a particular emphasis on
As students have the potential to encourage and support new the selection of ‘green’ products. This section investigated the
shopping habits in the food industry, their opinions can influ- frequency of such purchases, preferred points of sale and selec-
ence the consumption of food covered by certification schemes, tion criteria. Respondents were asked to assess the frequency of
helping build resilience throughout the agri-­food supply chain. their actions using clearly defined terms—‘always’, ‘often’ and
Students are likely to be key stakeholders in promoting con- ‘rarely’—with explicit guidance provided to ensure consistent
scious consumption in the future (Kabaja et al. 2022; Varese interpretation of each term. The fourth section explored percep-
et al. 2023, 2024). tions of and trust in ecological certifications and environmental
labels, as well as their influence on purchasing decisions.
The study comprised the following stages: preparation (includ-
ing the formulation of the research objective, selection of meth- The questionnaire addressed dietary habits (including fre-
odology, identification of the study group and specification of its quency of consumption and purchase of various food catego-
characteristics); data collection (through surveys and secondary ries and preferences for plant-­vs. animal-­based products) and
sources); statistical data processing and presentation (including consumer awareness in the context of sustainability and envi-
data grouping, computation, tabulation and visualization using ronmental impact. It covered motivations behind food choices
charts and graphs); and statistical description or inference. (such as price, quality, nutritional value and environmental

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TABLE 1    |    Characteristics of the sample. TABLE 1    |    (Continued)

1.1. Gender identity N % 1.6. What are you studying? N %

Female 261 53.37 Psychology 5 1.02
Male 222 45.40 Social science 15 3.07
I prefer not to answer 6 1.23 Strategic sciences 6 1.23
1.2. Age N % (Other courses) 5 1.02
18–23 320 65.44 Source: Author's own elaboration.

24–29 169 34.56

1.3. Household residence N % impact), the issue of food waste (frequency of discarding food
and main reasons), awareness of ‘virtual water’ and ‘water foot-
Northwest Italy 311 63.60
print’ concepts (including knowledge of these ideas and aware-
Nord Est Italy 23 4.70 ness of water usage in the production of different goods) and
general knowledge and attitudes towards sustainable develop-
Center Italy 50 10.22
ment and the environmental impact of consumption (including
South Italy 58 11.86 self-­assessed education level, awareness of the consequences of
Italy larger islands (Sardinia and Sicily) 12 2.45 personal choices, perceived need for tools to raise awareness and
willingness to reconsider purchasing decisions). These ques-
Foreign country 35 7.16 tions are highly relevant for understanding the attitudes and
1.4. How many people do currently live behaviours of Gen Z.
with you where you are studying? N %
The data collected from the surveys were analysed using statis-
1 48 9.82 tical methods, including the analysis of summaries, individual
2 84 17.18 data (single questions) and aggregate data. Most survey data
consist of numerical values, either individual (disjunctive) or
3 or 4 107 21.88 multi-­criteria choices, where the sum of responses may not add
5 or more 27 5.52 up to the total number of surveys.

I live with my family 223 45.60 The collected data were subjected to statistical analysis, which
1.5. What degree course do you attend? N % included descriptive analysis (presenting basic characteristics
of the responses), item-­level analysis (reporting frequency dis-
Bachelor programme 241 49.28 tributions for individual questions) and aggregated data analy-
Other (master) 8 1.64 sis (combining responses to identify broader trends). Most data
were numerical in nature, encompassing both single-­ choice
Ph.D. 6 1.23
responses (e.g., Likert-­scale ratings) and multiple-­choice selec-
Postgraduate degree 234 47.85 tions (e.g., indicating reasons for food waste).
1.6. What are you studying? N %
To conduct an in-­depth analysis and test the research hypothe-
Agricultural science 4 0.82 ses—particularly in relation to associations between qualitative
demographic variables (e.g., gender and education level) and
Applied science 2 0.41
preferences regarding sustainable food choices (e.g., selection of
Art, architecture, design 9 1.84 plant-­based products and food waste avoidance) as well as atti-
tudes towards ecological certifications (e.g., awareness and trust
Business administration 22 4.50
in labels)—Pearson's chi-­square test (χ 2) was applied. This test
Business and management 183 37.42 of independence was used to assess relationships between nom-
Computing and IT 11 2.25 inal variables, determining whether variables are independent
(null hypothesis, H0) or dependent (alternative hypothesis, H1),
Economics 184 37.63 by comparing observed and expected frequencies under the as-
Engineering 15 3.07 sumption of no association.

Law 11 2.25 The analyses were conducted using PQStat software (v.1.8.0.476)
Marketing 6 1.23 and Statistica (v.13.3). Under the assumption that the null hypoth-
esis (H0) is true, the test statistic follows a chi-­square (χ2) distri-
Mathematics 4 0.82 bution with degrees of freedom (df) calculated as (k − 1)·(n − 1),
Medicine and surgery 7 1.43 where k and n represent the number of categories in each variable.

(Continues) The significance level (p value) adopted for the analyses was 0.05.

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The chi-­square test statistic is calculated as generation, taking into account factors such as education level
and gender, which may influence consumption habits and levels
of environmental awareness, as well as consumer preferences
k k
( )2
̂ij
nij − n
(1)
∑ ∑
2
χ = and behaviours related to sustainable lifestyles. In this way, the
̂ij
n
i=1 j=1
study can provide deeper and more relevant information on the
consumer behaviour of representatives of Gen Z, which is cru-
where cial for the analysis of preferences for sustainable food consump-
tion, the influence of education level and gender on consumer
nij is the observed frequency. preferences for sustainable food consumption, the reduction of
random variables and the obtaining of a more homogeneous
̂ij is the expected frequency.
n sample in terms of the characteristics studied, which favours a
more accurate analysis of the data. The method also allows the
To test whether there is a link between the frequency of a certain study of participants with specific demographic characteristics
behaviour and the gender of the respondents, a χ2 (Pearson) test (e.g., different levels of education or gender), which makes it
was conducted. The results obtained at a significance level of possible to analyse differences between groups and understand
p = 0.05 indicate a statistically significant relationship. A higher the impact of these factors on consumer choices. Purposive sam-
χ2 value indicated a greater diversity of units within the study pling is a particularly effective technique in social and consumer
group. Pearson's chi-­square test is a non-­parametric statistical research, especially when the study focuses on the analysis of
method used to assess the independence of two or more quali- complex phenomena such as consumption preferences, attitudes
tative variables (nominal or ordinal). It compares the observed towards sustainable lifestyles or the analysis of the impact of de-
frequencies of category occurrences in a contingency (cross-­ mographic factors on purchasing decisions (Ahmed 2024).
tabulation) table with the expected frequencies that would occur
if the variables were statistically independent. In other words,
the test evaluates whether there are statistically significant dif- 3   |   Results and Discussion
ferences between the observed data and what would be expected
under the assumption of no association between the variables. If Sustainable food production, processing, distribution and
the differences are sufficiently large, the null hypothesis of in- consumption are intricately linked to human health, social
dependence is rejected, indicating the existence of a relationship well-­being, ethical standards, economic development and en-
between the variables. vironmental protection. These aspects are both affected by
and contribute to climate change, making their sustainable
A key advantage of using the chi-­square test in the context of this development especially critical. Sustainable consumption and
survey lies in its ability to identify significant associations be- production aim to meet human needs while reducing negative
tween non-­directly measurable respondent characteristics (such environmental impacts, increasing resource efficiency and pro-
as gender or education level) and their declared preferences and moting sustainable lifestyles (Hoang et al. 2023).
attitudes towards sustainable food consumption. This allows the
analysis to go beyond simple descriptive statistics and provides The topic of environmentally sustainable consumption be-
insights into potential differences in awareness and behaviour haviour has become increasingly important in the consumer
across demographic subgroups within Gen Z. For instance, the market because of growing global environmental issues such as
test can help determine whether women are more likely than pollution, global warming, climate change and environmental
men to report paying attention to ecological certifications or degradation. Overcoming these environmental problems re-
whether individuals with higher education levels demonstrate quires a change in human comportment towards a more envi-
greater awareness of the issue of food waste. ronmentally sustainable approach. Transforming unsustainable
consumption patterns is essential for achieving a sustainable
In the statistical analysis of the collected data, results were pre- vision of sustainability (Nekmahmud et al. 2022). To ensure
sented in the form of detailed tables and clear visualizations, a more sustainable future, it is important to produce and con-
prepared using advanced statistical software packages PQStat sume environmentally friendly products and services, in line
and Statistica. The graphical presentation of results enabled key
associations, trends and differences among the studied groups
TABLE 2    |    State of mind and current socio-­economic-­environmental
to be visually emphasized, thereby facilitating the interpreta-
crisis (N = 489).
tion and understanding of complex data patterns. This approach
enhances the accessibility of the findings and supports a more What is your state of mind following the
comprehensive understanding of ecological consumption be- current socio-­economic-­environmental
haviours among Gen Z. crisis (e.g., COVID-­19, Russia–Ukraine
conflict, environmental catastrophes
The study used purposive sampling to focus on representatives and high inflation rate)? N %
of Gen Z, individuals who are particularly relevant to the anal-
ysis of preferences and behaviours related to sustainable food I am neutral 156 31.90
consumption. Gen Z is characterized by specific demographic, I am optimistic 111 22.70
social and consumption characteristics, including greater en-
vironmental awareness and preferences for sustainable life- I am pessimistic 222 45.40
styles. Purposive sampling allowed us to select people from this Source: Author's own elaboration.

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TABLE 3    |    Frequency of consumption of certain types of food and frequency of food waste (N = 489).

3.1. How often do you

consume each of the
following categories of food I prefer not I prefer not
products? [Vegetables drinks Female Male to answer Female Male to answer
(soy, almond, rice, etc.)] (N) (N) (N) (%) (%) (%)
Always 67 52 1 13.70 10.63 0.20
Never 10 8 0 2.04 1.64 0.00 χ2 16.595151
Often 113 99 2 23.11 20.25 0.41 df 8
Rarely 18 16 3 3.68 3.27 0.61 p 0.034612
Sometimes 53 47 0 10.84 9.61 0.00
3.2. How often do you
consume each of the I prefer not I prefer not
following categories of food Female Male to answer Female Male to answer
products? [White meat] (N) (N) (N) (%) (%) (%)
Always 25 25 0 5.11 5.11 0.00
Never 18 10 1 3.68 2.04 0.20 χ2 18.635173
Often 122 122 2 24.95 24.95 0.41 df 8
Rarely 12 16 2 2.45 3.27 0.41 p 0.016937
Sometimes 84 49 1 17.18 10.02 0.20
3.3. How often do you
consume each of the I prefer not I prefer not
following categories of food Female Male to answer Female Male to answer
products? [Red meat] (N) (N) (N) (%) (%) (%)
Always 18 19 0 3.68 3.89 0.00
Never 21 10 1 4.29 2.04 0.20 χ2 15.693098
Often 82 100 1 16.77 20.45 0.20 df 8
Rarely 52 30 2 10.63 6.13 0.41 p 0.046989
Sometimes 88 63 2 18.00 12.88 0.41
3.4. How often do you
consume each of the
following categories of food
products? [Confectionary
products (bakers' I prefer not I prefer not
confections and sugar Female Male to answer Female Male to answer
confections)] (N) (N) (N) (%) (%) (%)
Always 33 15 0 6.75 3.07 0.00
Never 4 11 0 0.82 2.25 0.00 χ2 18.589646
Often 98 78 3 20.04 15.95 0.61 df 8
Rarely 32 48 2 6.54 9.82 0.41 p 0.017215
Sometimes 94 70 1 19.22 14.31 0.20
I prefer not I prefer not
3.5. How often do you throw Female Male to answer Female Male to answer
away food? (N) (N) (N) (%) (%) (%)
Always 1 1 1 0.20 0.20 0.20
Never 17 30 0 3.48 6.13 0.00 χ2 38.901508

(Continues)

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TABLE 3    |    (Continued)

I prefer not I prefer not

3.5. How often do you throw Female Male to answer Female Male to answer
away food? (N) (N) (N) (%) (%) (%)
Often 11 11 0 2.25 2.25 0.00 df 8
Rarely 138 127 3 28.22 25.97 0.61 p 0.000005
Sometimes 94 53 2 19.22 10.84 0.41
Note: Test value χ2 (Pearson).
Abbreviations: df, degrees of freedom; p, probability level (p = 0.05).
Source: Author's own elaboration.

with the objective of responsible production and consumption, Sustainable consumption is the driving force of the global econ-
which aims to secure resources for future generations (Meet omy in promoting sustainable household lifestyles. Achieving
et al. 2024). sustainable consumption patterns is technically and politically
more complex than changing production patterns, as it involves
The most effective approach is to enhance the living environ- important issues such as human values, equality and lifestyle
ment by practising sustainable consumption. The lifestyle and choices, as well as the gender of the consumer (in this regard,
behaviour of consumers are the most relevant and key factors women's and men's decisions as well as their perceptions of sus-
leading to sustainable consumption. The COVID-­19 pandemic tainable consumption).
has caused many people to change their consumer choices and
redefine their priorities, goals and consumption patterns (Minh Sustainable consumption drives the global economy towards
and Quynh 2024). The COVID-­19 pandemic had a significant promoting a sustainable household lifestyle. Achieving sus-
impact on societies and economies worldwide, changing daily tainable consumption patterns is technically and politically
life for consumers and the operation of businesses. It led to complex, as it involves important issues such as human values,
changes in consumer behaviour, including a tendency to stock- equality, lifestyle choices and the gender of the consumer. The
pile goods, which deviated from typical shopping habits. These decisions and perceptions of both women and men are crucial
changes were driven by concerns about the future, restrictions (Rashid et al. 2021).
on access to goods and services and shifts in lifestyles, such as
remote work and travel limitations. Businesses had to adapt to Table 3 and Figure 1 present a significant relationship between
new conditions, and changing consumer preferences influenced the respondents' gender and the type of answers they provided
sales and production methods (Eger et al. 2021). regarding the frequency of consuming food products (milk and
dairy products, including cheese and yogurt, white meat, red
Consumers around the world are now choosing products and meat, baked goods and confectionery) and food waste. In the
services with more care and responsibility in an attempt to adapt case of all questions 3.1–3.5, women provided more answers,
to the new habits and trends created by global emergencies. 261 (53.37%), compared to men 222 (45.40%), with 6 preferring
Sustainable consumption behaviour is crucial for improving not to answer. The most frequent answer for question 3.1 was
the ecological quality of Earth and the living environment for ‘often’ (23.11%, 20.25%), for 3.2 it was also ‘often’ (24.95% and
future generations. This is particularly true for individual con- 24.95%), for 3.3 it was 16.77% and 20.45%, for 3.4 it was 20.04%
sumers. This study aims to identify the factors that influence and 15.95%, and for 3.5 it was ‘rarely’—28.22% and 25.97%. For
people's intentions towards sustainable consumption behaviour. the questions, the least answers were ‘never’ and ‘rarely’.
Additionally, it provides a preliminary assessment of the impact
of the pandemic on these factors, as well as the extent to which To determine if a connection exists between the respondents' gen-
socio-­economic and environmental crises, such as COVID-­19, der and their response to the question ‘when you personally …’, a
the Russia–Ukraine conflict and the environmental crisis shape χ2 (Pearson) test was conducted. The results, obtained at p = 0.05,
consumer attitudes (Table 2). indicated a statistically significant relationship for this group of
questions. Table 4 and Figure 2 shows that higher values of the χ2
Sustainable consumption behaviour is often linked to environ- statistic indicate greater diversity of units within the study group.
mental concerns, which can be influenced by a greater under- This suggests a significant relationship (p = 0.05) between the re-
standing of environmental issues and hazards. It is important to spondents' gender and the type of answers they provided regarding
note that many individuals still view the economy as primarily when they personally shop for groceries and how often they pur-
focused on the production and consumption of physical goods. chase food products (white meat, red meat, baked goods and con-
To facilitate the transition to a circular economy, there must be fectionery). Larger χ2 values imply greater variation in units within
a shift in the current consumption culture. Otherwise, EU-­level the studied group. For questions 4.1–4.3, 53.37% of the answers
policies such as the European Green Deal and Circular Economy came from women, and 45.40% came from men. In the case of
Action Plan will remain theoretical tools that cannot change the question 4.1, the most frequent answer was ‘often’ (102 responses
course of the current unsustainable economic paradigm (Saari from females, 93 from males, 20.86% and 19.02%), and similarly
et al. 2021). for questions 4.2 and 4.3, the most frequent answer was ‘often’ (69

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FIGURE 1    |    Consumption of specific foods vs. food waste: frequency analysis (N = 489). Source: Own study (in Statistica 13.3 software).

and 84 responses, respectively; 82, 67). The fewest answers were indicate greater diversity of units within the study group. It
observed for ‘rarely’ (4.1), ‘always’ (4.2) and ‘never’ (4.3). seems that environmental awareness plays a significant role
both in the purchasing (decision-­making) phase and the con-
A χ2 (Pearson) test was conducted to determine whether there sumption of acquired goods and services. Attention should
was a correlation between the amount of something and the gen- also be paid to the multifaceted nature of the purchasing pro-
der of the respondents. The results obtained at p = 0.05 indicate cess, as well as to sustainable development, the green economy,
a statistically significant relationship in this group of questions. zero waste or the circular economy. Higher χ 2 values indicate
Table 5 and Figure 3 show that higher values of the χ2 statistic greater variation in units within the studied group. In the case of

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TABLE 4    |    Influence of gender on how we shop for selected foods (N = 489).

4.1. When you personally go

grocery shopping, how often do
you buy each of the following I prefer not I prefer not
categories of food products? Female Male to answer Female Male to answer
[White meat] (N) (N) (N) % % (%)
Always 23 32 0 4.70 6.54 0.00
Never 31 18 3 6.34 3.68 0.61 χ2 16.521403
Often 102 93 1 20.86 19.02 0.20 df 8
Rarely 28 21 1 5.73 4.29 0.20 p 0.035497
Sometimes 76 59 1 15.54 12.07 0.20
4.2. When you personally go
grocery shopping, how often do
you buy each of the following I prefer not I prefer not
categories of food products? Female Male to answer Female Male to answer
[Red meat] (N) (N) (N) (%) (%) (%)
Always 11 19 0 2.25 3.89 0.00
Never 42 29 3 8.59 5.93 0.61 χ2 33.13456
Often 69 84 1 14.11 17.18 0.20 df 8
Rarely 60 19 2 12.27 3.89 0.41 p 0.000058
Sometimes 79 71 0 16.16 14.52 0.00
4.3. When you personally go
grocery shopping, how often do
you buy each of the following
categories of food products?
[Confectionary products I prefer not I prefer not
(bakers' confections and sugar Female Male to answer Female Male to answer
confections)] (N) (N) (N) (%) (%) (%)
Always 28 14 0 5.73 2.86 0.00
Never 14 24 2 2.86 4.91 0.41 χ2 18.403949
Often 82 67 1 16.77 13.70 0.20 df 8
Rarely 52 58 0 10.63 11.86 0.00 p 0.018394
Sometimes 85 59 3 17.38 12.07 0.61
Note: Test value χ2 (Pearson).
Abbreviations: df, degrees of freedom; p, probability level (p = 0.05).
Source: Author's own elaboration.

question 5.1, women responded more frequently, whereas men caused by excessive consumption, waste and a lack of awareness
responded less often. The most common answer was ‘agree’, and about environmental pollution and its consequences.
the least common answer was ‘strongly disagree’.
Table 6 presents a significant relationship between the respon-
Contemporary and future socio-­economic development should dent's gender and the type of answers given regarding the water
consider the more efficient use of natural resources. This re- footprint of food products; the difference between green, blue and
quires a shift from the intensive use of non-­renewable raw grey water; water usage during the production process; and the
materials to renewable ones rather than just reducing the con- potential change in purchasing decisions and their impact on the
sumption of resources such as water (Bogusz et al. 2023). environment. Thus, the issue of natural resources—water in the
context of environmental degradation—is recognized, which may
The χ2 (Pearson) test results showed statistically significant as- indicate excessive consumption, excessive waste (zero-­waste con-
sociations between the respondents' gender and their knowledge cept), lack of awareness among people about environmental pol-
of natural resources (p = 0.05). This suggests a problem with lution and the consequences associated with it. Higher χ2 values
environmental degradation related to water, which could be indicate greater variation in units within the studied group. For

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4.1. When you personally go grocery shopping, how often do you buy each of the 4.2. When you personally go grocery shopping, how often do you buy each of the
follow ing categories of food products?: [White meat] follow ing categories of food products? [Red meat]
Female Male I prefer not to answ er Female Male I prefer not to answ er

1 0
Sometimes 59 Sometimes 71
76 79
1 2
Rarely 21 Rarely 19
28 60
1 1
Often 93 Often 84
102 69
3 3
Never 18 Never 29
31 42
0 0
Alw ays 32 Alw ays 19
23 11

0 20 40 60 80 100 120 0 10 20 30 40 50 60 70 80 90

4.3. When you personally go grocery shopping, how often do you buy each of the
follow ing categories of food products? [Confectionary products (bakers' confections and
sugar confections)]
Female Male I prefer not to answ er

3
Sometimes 59
85
0
Rarely 58
52
1
Often 67
82
2
Never 24
14
0
Alw ays 14
28

0 10 20 30 40 50 60 70 80 90

FIGURE 2    |    Gender and grocery shopping: a survey of preferences and behaviors (N = 489). Source: Own study (in Statistica 13.3 software).

the questions in Table 6 and Figure 4, women responded more fre- entire community and prevent further environmental degra-
quently (53.37%) than men (45.40%). The most frequently chosen dation (Table 7). The analysis of the Pearson χ 2 test indicated
answer for question 6.1 was ‘yes’ (26.48%; 28.26%), for 6.2 it was a significant relationship between respondents' age and their
‘no’ (41.90%; 32.61%), for 6.3 it was ‘yes’(48.62%; 38.93%), for 6.4 purchasing decisions regarding whether they would make the
it was ‘yes’ (44.66%; 11.66%), and for 6.5 it was ‘maybe’ (26.68%; same purchasing decision if they knew its actual impact on the
19.96%). environment. To eliminate threats to the natural environment,
it is necessary to increase environmental awareness across com-
Consumer decisions should consider social responsibility munities to prevent further environmental degradation. In re-
for the environment as well as basic determinants such as sponse to question 7.1, individuals aged 18–23 answered more
needs, preferences and the possibility of fulfilment. The con- frequently (65.24%), whereas those aged 24–29 provided fewer
sumption model of a household depends on the household's responses (34.56%). The most common answer given by respon-
life cycle, consumption patterns of its members and income dents was ‘yes’ (23.72% and 14.93%, respectively).
(Rejman et al. 2015).
Household consumption is responsible for more than 70%
Consumers' age is a significant variable influencing their in- of all carbon dioxide emissions worldwide, making the dom-
tentions for sustainable consumption. As consumers age, their inant way of life unsustainable. Sustainable consumption
intentions to engage in sustainable consumption increase. This behaviour is influenced by personal characteristics and edu-
information can be used by businesses to adjust their marketing cation. Feedback loops can reinforce existing behaviours, and
strategies (Maduku 2024). pathway dependencies can enable or hinder sustainable con-
sumption. The level of development in a country is influenced
The results of the Pearson χ 2 test show a significant relation- by various factors, including geographical location, infrastruc-
ship between respondents' age and their purchasing decisions ture, historical and current policy initiatives and business and
regarding whether they would make the same purchase again social norms (Ganglmair-­Wooliscroft and Wooliscroft 2022).
if they knew its actual impact on the environment. To mitigate The χ2 (Pearson) test analysis showed a significant correla-
environmental threats, it is crucial to raise awareness of the tion between the education level of the respondents and their

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TABLE 5    |    Gender influence on awareness of environmental impact of purchases (N = 489).

5.1. How much do you agree with I prefer I prefer

these statements? [I am aware of not to not to
the environmental impact of my Female Male answer Female Male answer
purchasing choices] (N) (N) (N) (%) (%) (%)
Agree 118 96 2 24.13 19.63 0.41
Disagree 27 29 0 5.52 5.93 0.00 χ2 21.641277
Strongly agree 22 40 3 4.50 8.18 0.61 df 8
Strongly disagree 9 3 0 1.84 0.61 0.00 p 0.005626
Undecided 85 54 1 17.38 11.04 0.20
5.2. How much do you agree with I prefer I prefer
these statements? [It is important not to not to
to improve consumer awareness Female Male answer Female Male answer
tools on environmental issues] (N) (N) (N) (%) (%) (%)
Agree 104 97 4 20.55 19.17 0.79
Disagree 3 2 0 0.59 0.40 0.00 χ2 18.687658
Strongly agree 142 103 1 28.06 20.35 0.20 Df 8
Strongly disagree 2 2 1 0.40 0.40 0.20 p 0.016622
Undecided 20 23 2 3.95 4.54 0.40
Note: Test value χ2 (Pearson).
Abbreviations: df, degrees of freedom; p, probability level (p = 0.05).
Source: Author's own elaboration.

5.1. How much do you agree w ith these statements? [I am aw are of the environmental 5.2. How much do you agree w ith these statements? [It is important to improve consumer
impact of my purchasing choices] aw areness tools on environmental issues]
Female Male I prefer not to answ er Female Male I prefer not to answ er

1 2
Undecided 54 Undecided 23
85 20
0 1
Strongly disagree 3 Strongly disagree 2
9 2
3 1
Strongly agree 40 Strongly agree 103
22 142
0 0
Disagree 29 Disagree 2
27 3
2 4
Agree 96 Agree 97
118 104

0 20 40 60 80 100 120 140 0 20 40 60 80 100 120 140 160

FIGURE 3    |    Environmental awareness vs. gender: a survey of perceptions of the environmental impact of purchases (N = 489). Source: Own study
(in Statistica 13.3 software).

frequency of consumption of vegetables, beverages (such as diet and eating habits. Responses to the questions in Table 8
soy, almond and rice) and red meat, at a significance level of and Figure 5 were given more frequently by respondents in the
p = 0.05 (refer to Table 8). This suggests that the adopted diet bachelor's programme (50.74%), with slightly fewer responses
may have influenced the consumption patterns of these food from those with postgraduate degrees (49.26%). For question
categories. Table 8 indicates a significant relationship between 8.1, the most common answer in both groups of respondents
respondents' level of education and the type of answers they was ‘never’ (90 responses, 18.95%, and 94 responses, 19.79%),
provided regarding the frequency of consuming food prod- with the fewest responses for ‘always’ (5.05% and 2.74%). For
ucts (vegetables; drinks such as soy, almond and rice bever- question 8.2, the most common answer was ‘often’ (19.16% and
ages; and red meat). These categories of products and their 18.32%), whereas the least common answer was ‘never’ (3.37%
frequency of consumption may be influenced by the chosen and 3.16%, respectively).

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TABLE 6    |    Influence of gender on awareness of water footprint in food products (N = 489).

I prefer I prefer
6.1. Do you know what not to not to
the water footprint of Female Male answer Female Male answer
food products is? (N) (N) (N) (%) (%) (%)
Maybe 51 33 2 10.08 6.52 0.40 χ2 9.521691
No 76 46 1 15.02 9.09 0.20 df 4
Yes 134 143 3 26.48 28.26 0.59 p 0.049303
6.2. Do you know the I prefer I prefer
difference between not to not to
green, blue and grey Female Male answer Female Male answer
water? (N) (N) (N) (%) (%) (%)
Maybe 29 31 0 5.73 6.13 0.00 χ2 14.528697
No 212 165 3 41.90 32.61 0.59 df 4
Yes 20 26 3 3.95 5.14 0.59 p 0.005786
6.3. Are you aware that I prefer I prefer
every food product not to not to
requires water during its Female Male answer Female Male answer
production process? (N) (N) (N) (%) (%) (%)
Maybe 6 13 0 1.19 2.57 0.00 χ2 16.511226
No 9 12 2 1.78 2.37 0.40 df 4
Yes 246 197 4 48.62 38.93 0.79 p 0.002405
6.4. Do you know that I prefer I prefer
about 17,000 L of water not to not to
are needed to produce Female Male answer Female Male answer
1 kg of chocolate? (N) (N) (N) (%) (%) (%)
Maybe 0 0 0 0.00 0.00 0.00 χ2 178.671712
No 35 163 3 6.92 32.21 0.59 df 4
Yes 226 59 3 44.66 11.66 0.59 p < 0.000001
6.5. Would you re-­
evaluate your purchasing I prefer I prefer
decisions if you knew not to not to
the real environmental Female Male answer Female Male answer
impact they create? (N) (N) (N) (%) (%) (%)
Maybe 135 101 0 26.68 19.96 0.00 χ2 28.947467
No 19 40 4 3.75 7.91 0.79 df 4
Yes 107 81 2 21.15 16.01 0.40 p 0.000008
Note: Test value χ2 (Pearson).
Abbreviations: df, degrees of freedom; p, probability level (p = 0.05).
Source: Author's own elaboration.

The assumptions of green consumption are based on rational choices. Eating attitudes and behaviours vary from person to
consumption and include important dimensions of behaviour, person, with greater consumption of sugary and fatty foods in
such as the economical use of goods, reduction of consumption, younger people. Changes in young people's eating habits repre-
production and purchase of goods with a longer life cycle, reduc- sent a significant opportunity to improve population health. The
tion of marketing pressure on the consumer, recycling of most increase in government policies promoting healthy eating habits
post-­consumer waste, consumption of ecological goods (mainly highlights the importance of this issue. However, there is still a
food), more frequent contact with the natural environment and lack of knowledge about the motivators of healthy food choices
reduction of waste. Food consumption has changed over time, among young people, as previous research has mainly focused
with health becoming one of the main motivators for dietary on habits rather than their sources (Savelli and Murmura 2023).

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FIGURE 4    |    Awareness of food water footprint vs. gender of consumers (N = 489). Source: Own study (in Statistica 13.3 software).

The implementation of the idea of sustainable consumption re- natural factors. For example, studies have shown that the func-
quires a significant change in consumer behaviour, as the au- tioning of individual households in terms of sustainable con-
thors indicate, actions promoting a change in quality of life and sumption is influenced by age, education, location and wealth of
choices that consider the needs of the natural environment. individual respondents. These authors indicate that in countries
like Poland, Ukraine and Slovakia, various factors influence
Studies conducted by Bogusz et al. (2023) have shown the im- a particular household model (and its sustainable consump-
portance of reusable products. This is a sustainable direction tion). From a practical point of view, their application should
for both production and consumption. Household consumption be regulated by law at all levels (local, regional, national and
is determined by a range of social, economic, demographic and international). The study showed that the behaviour of many

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TABLE 7    |    Purchasing decisions related to environmental impact of the product (N = 489).

Would you re-­evaluate your

purchasing decisions if you
knew the real environmental 18–23 24–29 18–23 24–29
impact they create? (N) (N) (%) (%)
Maybe 167 69 34.15 14.11 χ2 6.247399
No 36 27 7.36 5.52 df 2
Yes 116 73 23.72 14.93 p 0.043994
Note: Test value χ2 (Pearson).
Abbreviations: df, degrees of freedom; p, probability level (p = 0.05).
Source: Author's own elaboration.

TABLE 8    |    Effect of type of education on frequency of food consumption (N = 489).

8.1. How often do you

consume each of the
following categories of food Bachelor Postgraduate Bachelor Postgraduate
products: [Vegetables drinks programme degree programme degree
(soy, almond, rice etc.)] (N) (N) (%) (%)
Always 24 13 5.05 2.74
Never 90 94 18.95 19.79 χ2 15.210649
Often 44 21 9.26 4.42 df 4
Rarely 44 64 9.26 13.47 p 0.004284
Sometimes 39 42 8.21 8.84
8.2. How often do you
consume each of the Bachelor Postgraduate Bachelor Postgraduate
following categories of food programme degree programme degree
products? [Red meat] (N) (N) (%) (%)
Always 26 11 5.47 2.32
Never 16 15 3.37 3.16 χ2 9.693691
Often 91 87 19.16 18.32 df 4
Rarely 33 50 6.95 10.53 p 0.045916
Sometimes 75 71 15.79 14.95
Note: Test value χ2 (Pearson).
Abbreviations: df, degrees of freedom; p, probability level (p = 0.05).
Source: Author's own elaboration.

respondents aligns with the concept of zero waste, implement- livestock causes greenhouse gas emissions, land use, pollution,
ing habits consistent with sustainable consumption on a daily freshwater depletion, disruption of the ecological cycle and dis-
basis. These respondents also acknowledged the broader issue turbance to biodiversity (Kim and Zailani 2024).
of environmental degradation, allowing them to provide rec-
ommendations for the concept of zero waste, which is directly Trends related to the growth of the world's population, increas-
related to environmental protection based on the research con- ing extreme climates, declining agricultural labour forces and
ducted (Bogusz et al. 2023). decreasing agricultural land are creating enormous pressure
on food systems worldwide. To ensure food security for future
Consumers' lifestyles affect responsible consumption and envi- generations, transforming food systems towards sustainable
ronmental information, including pro-­ecological attitudes. Five development is necessary. Sustainable food consumption is not
aspects of an individual's life—health and personal well-­being, simply about purchasing (or intending to purchase) sustainable
happiness, safety and comfort—are valuable to society and part food products (Phan 2024).
of the green economy. In Europe, the livestock sector is one of the
most important contributors to urgent environmental problems. Sustainable consumerism has gained significant social impor-
Approximately 30% of the total greenhouse gas emissions origi- tance, as individuals show increasing concern for the environ-
nate from food consumption. Conventional meat production by ment and heightened awareness of its degradation. The current

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FIGURE 5    |    Analysis of the effect of education type on eating habits in terms of frequency of consumption (N = 489). Source: Own study (in
Statistica 13.3 software).

state of environmental awareness in society provides businesses The agri-­food sector urgently needs to transition towards sus-
with an opportunity to introduce and popularize the distribu- tainable consumption and production patterns. Establishing a
tion of environmentally sustainable goods. Consumers in devel- sustainable food chain has long been a goal in a world where
oping countries are more likely to engage in environmentally the global demand for food is constantly increasing. Reconciling
conscious purchasing behaviour than their counterparts in natural ecosystems through agricultural production is essential
more developed economies (Lavuri et al. 2023). for achieving sustainability. Consumer attitudes and choices
such as local sourcing, fair trade, environmental sustainability
Green consumption behaviours are only just beginning to take and sustainable food labels play a significant role (Aprile and
hold in developing economies because of ecological awareness. Punzo 2022).
However, different social, cultural and economic structures in
each country influence consumer attitudes towards the envi- Sustainable consumption entails the conscious and responsible
ronment, perception of ecological products and patterns of sus- use of natural resources, goods and services at all levels from
tainable consumption and production. Hence, it is important to individuals and households to local and national governments
understand the factors that influence consumers' intentions to and international structures. It is guided by the principles of sus-
purchase environmentally friendly products (Kerber et al. 2023). tainable development and aims to optimize resource use. The
aim of sustainable consumption is to improve quality of life by
As consumers become more aware of the environmental im- considering economic, environmental, social, psychological, de-
pact of their carbon footprint, they begin to prioritize envi- mographic, spatial and intertemporal factors.
ronmentally friendly products and ecological consumption
behaviours. With reference to research by Gu, it can be stated In the present study, the authors attempted to determine the
that both companies and policymakers should pay more at- relationship between gender, age, education and shopping
tention to environmental change by involving consumers in preferences in the context of sustainable food consumption
this process (Gu 2024). Undoubtedly, food production is a sig- among Gen Z. Based on the results obtained from Pearson's
nificant area of environmental change that threatens global chi-­square tests, statistically significant relationships were
ecosystems and contributes to biodiversity loss and overuse found between the gender of the respondents and the fre-
of fresh water. Therefore, the concept of ecosystem services quency of purchases, personal involvement in environmental
can provide an appropriate framework for informing con- protection and the level of ecological awareness. This suggests
sumers about the environmental impact of products (Schulze differences in decision making by gender, which may signifi-
et al. 2024). cantly affect consumer behaviour in the context of sustainable
food consumption.

4   |   Conclusion Significant relationships were also found between purchasing

decisions and age of the respondents, especially in relation to
The systematic depletion of natural capital and steadily growing their awareness of the impact of food products on the environ-
population may present obstacles to sustainable development. ment and the frequency of consumption of specific product cate-
Natural capital is important for the development process, for gories. This result emphasizes the need for diversified ecological
maintaining the flow of resources and for providing public ser- education in different age groups to promote more conscious
vices and biodiversity. A growing population requires the divi- and responsible consumer behaviour. To increase ecological
sion of available consumption and renewable and natural capital awareness, it is necessary to adapt educational strategies to dif-
resources among a larger number of people. ferent social groups, especially those with higher education.

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The research process and the obtained results provide a foun- change their consumption habits (Maduku 2024). Variations in
dation for answering the established research questions in the responses regarding the frequency of purchasing eco-­friendly
following manner. products and the impact of education on consumer choices
highlight the importance of well-­planned marketing initiatives
tailored to different demographic groups. Such strategies could
4.1   |   To What Extent Does Consumers' contribute to increased environmental awareness and more ef-
Environmental Awareness Influence Their fective actions in promoting sustainable development.
Purchasing Decisions, Particularly in the Context
of Sustainable Development? This study has significant practical implications, drawing at-
tention to the importance of knowledge about sustainable con-
An analysis of research findings indicates that consumers' en- sumption, which can be a key element of strategies aimed at
vironmental awareness is indeed increasing, influencing their encouraging sustainable transformation. However, to achieve
purchasing decisions. As highlighted in studies, a growing the desired changes, environmental education must be com-
number of individuals are making more environmentally re- bined with other measures such as economic incentives or reg-
sponsible choices, particularly concerning health, social well-­ ulations. These findings are important, especially because it is
being and ethical production standards (Hoang et al. 2023). not possible to achieve SDGs without engaging consumers in the
The evolving priorities, such as environmental concern and sustainable transformation process. This study provides valu-
the preference for eco-­f riendly products, suggest a significant able information on the barriers and determinants related to
impact of changing consumer attitudes. However, as empha- sustainable consumer choices, which can help better understand
sized in research, many consumers remain uncertain about and inform policymaking in this area. This study can be used
how their consumption choices directly affect the environ- to develop marketing and communication strategies to promote
ment, as reflected in studies on environmental awareness lev- sustainable consumption among various demographic groups.
els (Saari et al. 2021). There is still a need for education in this
area to ensure that consumer decisions are more informed and However, this study had some limitations owing to the sample
effective. size and representativeness. One of the key limitations of this
study is the relatively small sample size of 489 respondents,
which may not fully capture the diversity of global consumers.
4.2   |   What Is the Role of Demographic Factors Future research should consider increasing the sample size to
(Age, Gender and Education) in Purchasing obtain more representative results, particularly by accounting
Decisions Regarding Eco-­Friendly and Sustainable for regional, social and economic differences. The study focused
Products? on selected demographic variables such as age, gender and ed-
ucation, without fully incorporating cultural and social factors
Research findings confirm that demographic factors signifi- that may significantly influence consumer decision-­ making.
cantly influence consumer choices in the context of sustainable Expanding the research to include aspects such as ethnic back-
development. This is particularly evident in gender differences ground, religious values, social norms and regional differences
as well as variations based on age and education level. For in- in attitudes could provide a more comprehensive understanding
stance, women tend to be more engaged in environmental is- of consumer attitudes. Future research could expand the com-
sues and are more likely to make purchasing decisions aligned parison by including representatives of different generational
with sustainability principles (Kabaja et al. 2022). Additionally, cohorts, such as Millennials and Generation Alpha, to further
younger individuals, particularly those aged 18–23, are more contextualize generational differences in sustainable food be-
inclined to consider a product's environmental impact when haviour. Another limitation is the lack of a longitudinal per-
making purchasing decisions, indicating a higher level of envi- spective, as the study examined consumer attitudes at a single
ronmental awareness within this generation (Rashid et al. 2021). point in time, without considering potential shifts over time.
Studies also suggest that individuals with higher levels of edu- Consumer perspectives on sustainability may evolve in response
cation are more likely to make environmentally conscious pur- to environmental crises, political changes or technological ad-
chasing decisions, supporting the theory that education fosters vancements. Conducting longitudinal studies could offer more
more responsible pro-­environmental behaviours (Rice 2006). dynamic insights into these changes. Furthermore, the study
relied on self-­reported data from respondents, which introduces
the risk of reporting bias—where consumers' stated preferences
4.3   |   Is There a Variation in Purchasing Behaviour and intentions may not align with their actual purchasing be-
Among Consumers From Different Age Groups haviour. To mitigate this limitation, future research could in-
(e.g., Gen Z vs. Older Generations) Regarding corporate objective behavioural data, such as online purchase
Environmentally Friendly Products? analysis, to validate self-­reported findings.

Research findings indicate that market segmentation based on Given the identified limitations, it is recommended that future
demographic factors allows for more effective adaptation of mar- research on this topic include a larger and more diverse sample
keting strategies to consumer needs. Differences in responses of respondents, both in terms of size and geographic representa-
by gender, age and education suggest that various demographic tion. Collecting data from various regions and countries would
groups approach sustainable consumption differently. For ex- facilitate a deeper understanding of global differences in con-
ample, younger consumers are more receptive to eco-­friendly sumer attitudes towards sustainable development. Future stud-
purchases, whereas older individuals may be less willing to ies should account for cultural differences that may influence

16 of 18 Business Strategy and the Environment, 2025

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educational campaigns and the impact of various crises (e.g., Eger, L., L. Komárková, D. Egerová, and M. Mičík. 2021. “The Effect
of COVID-­19 on Consumer Shopping Behaviour: Generational Cohort
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in collaboration with e-­ commerce platforms. This approach Ganglmair-­Wooliscroft, A., and B. Wooliscroft. 2022. “An Investigation
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Gu, W. 2024. “Research on Strategy Optimization of Sustainable
Development Towards Green Consumption of Eco-­Friendly Materials.”
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Author Contributions org/​10.​1016/j.​jksus.​2 024.​103190.

Conceptualization: E.V., and M.W. Methodology: E.V., M.W., P.D., Hoang, V., N. M. Saviolidis, G. Olafsdottir, et al. 2023. “Investigating and
Ł.P. and M.C.C. Data curation: E.V. and M.C.C. Formal analysis: E.V., Stimulating Sustainable Dairy Consumption Behavior: An Exploratory
M.W., P.D., Ł.P. and M.C.C. Investigation: E.V., M.W., P.D., Ł.P. and Study in Vietnam.” Sustainable Production and Consumption 42: 183–
M.C.C. Writing – original draft preparation: E.V., M.W., P.D., Ł.P. and 195. https://​doi.​org/​10.​1016/j.​spc.​2 023.​0 9.​016.
M.C.C. Writing – review and editing: E.V., M.W., P.D., Ł.P. and M.C.C. International Food Information Council. 2020. “Food & Health Survey.”
Supervision: E.V. and M.W. All authors have read and agreed to the pub- Accessed September 23, 2024. https://​foodi​nsight.​org/​2 020-­​food-­​and-­​
lished version of the manuscript. healt​h-­​survey/​.
Irfany, M. I., Y. Khairunnisa, and M. Tieman. 2024. “Factors
Acknowledgements Influencing Muslim Generation Z Consumers' Purchase Intention
The authors would like to thank the editors and the anonymous refer- of Environmentally Friendly Halal Cosmetic Products.” Journal
ees for their comments and helpful suggestions, Dr Sebastian Gheorghe of Islamic Marketing 15, no. 1: 221–243. https://​doi.​org/​10.​1108/​
Tiberiu Turcu for his support in the questionnaire administration and JIMA- ­​07-­​2 022- ­​0202.
all respondents who made this investigation possible by their answers. Kabaja, B., M. Wojnarowska, M. C. Cesarani, and E. Varese. 2022.
“Recognizability of Ecolabels on E-­Commerce Websites: The Case for
Younger Consumers in Poland.” Sustainability 14, no. 9: 5351. https://​
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