How Sustainable Branding Among Grocery Foods Affect the Shopping Habits of Gen-Z Undergraduate Students

Abstract

Society is becoming more concerned with environmentally sustainable practices as younger generations establish themselves in their workforces and communities. The focus this study was the grocery industry, as people tend to make recurring payments and spend a sizable portion of their disposable incomes there. By sending a survey to undergraduate Gen-Z students at Middle Tennessee State University, we could gauge their beliefs, motivations, and reported actions toward sustainable grocery products. While most students showed concern for the current environmental and sustainability practices, there was an apparent discrepancy between this concern and their behaviors. This inconsistency could be attributed to the students’ lack of time or money. Specific demographics showed stronger beliefs and behaviors toward sustainability. This study offers insights that can be utilized to improve market sustainable grocery products, support industry growth, and inspire further research in consumer sustainability behavior.