From X to Z: Examining Generational Differences in Sustainable Food Consumption in Portugal

The main objective of this research was to analyze the attitudes and sustainable purchasing behaviors of food products among Portuguese consumers from different generations. The study sought to identify statistically significant differences regarding ecological awareness, understanding of ecological issues, adoption of ecologically conscious purchasing habits and conscious planning of these purchases. Consequently, the research aimed to reveal sustainable attitudes and behaviors during the food purchasing process considering the generational factor. In order to achieve these objectives, a quantitative and cross-sectional study was developed based on a questionnaire adapted from Kuźniar, Surmacz and Wierzbiński (2021). Between September 2022 and the first half of January 2023, the questionnaire was applied to a non-probabilistic sample of 686 Portuguese consumers. Statistical tools such as the Mann-Whitney and Kruskal-Wallis tests were used to discern statistically significant differences between two and three independent groups, respectively. The results confirm that generation is a differentiating factor of sustainable attitudes and behaviors. Obviously, the discernible existence of statistically significant differences between Generations Z, Y and X with regard to ecological awareness, ecologically oriented purchasing patterns, and the manifestation of sustainable attitudes and behaviors during food purchases serves as a robust validation of this assertion. Furthermore, it was observed that Generations X and Y exhibited congruent attitudes and behaviors, demarcating them from Generation Z. With regard to depth of understanding around ecological issues and conscious purchase planning, similar attitudes were consistently observed across the three generational spectra under analysis.