Cultural Perspective of Traditional Cheese Consumption Practices and Its Sustainability among Post-Millennial Consumers

Abstract

(1) Background: The consumption of traditional foods has been linked to economic, social, and environmental sustainability; therefore, the main challenge of a changing marketplace is to ensure that young generations continue consuming traditional products. The current study uses a consumer culture theory (CCT) perspective to examine the following: (1) the way individuals use their traditional products to identify themselves with the culture and to feel that they are a part of the community, (2) the underlying values that turn young consumers into loyal customers of hellim/halloumi cheese, and (3) its implications to hellim/halloumi producers. (2) Methods: A qualitative research method is applied to study the perceptions of post-millennials towards traditional cheese products from a cultural perspective. (3) Results: The results of the study reveal that loyalty towards traditional food products amongst post-millennials is build based on (1) the memories that surround the food, (2) the rituals that preparing and eating a food involve, and (3) the identity that it builds, allowing people feel sense of belonging to their ethnic group. (4) Conclusions: Loyalty amongst post-millennials towards traditional food products tends to be emotional, rather than rational or behavioral. It allows us to present both theoretical and managerial implications. It also calls for more empirical research to understand the changing marketplace and post-millennials’ consumption habits.