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

Abstract

In-depth knowledge of sustainable food consumption behavior regarding university students, and especially the younger ones, reveals tendencies of the worlds’ sustainable future. This study aims to explore the sustainable food consumption behavior of the Generation Z cohort (18–23 years of age) that is studying at Greek universities and living away from home, and to segment them according to their behavior. Quantitative research was implemented with an online questionnaire, which resulted in a collection of 252 valid samples. The results revealed that the focus of sustainable food consumption behavior is limited to eating seasonal fruits and vegetables and purchasing regional food. Additionally, it identified two student segments based on sustainable food consumption behavior.