“This was a surprising result for me. Mainly because Generation Z is widely considered the most environmentally conscious and active generation. However, it is the oldest generation, the post-war baby boom generation, that practices more sustainable consumption. They can be considered the most responsible of all generations,” said Marta Makowska, PhD, of Kozminski University, one of the study’s authors.

Makowska, together with Rafał Boguszewski, PhD, and Arleta Hrehorowicz, PhD, of the Warsaw University of Life Sciences, examined the relationship between age groups, food choices, and pro-environmental consumer behavior.

The study covered baby boomers born between 1946 and 1964, Generation X born between 1965 and 1979, millennials or Generation Y born between 1980 and 1994, and Generation Z born between 1995 and 2012.

A representative quota sample was used, based on selected demographic traits.

Researchers tracked everyday sustainable practices such as waste sorting, reusable bags, saving energy and water, reducing plastic use, limiting clothing and meat purchases, and giving up driving. Baby boomers achieved the highest score, based on the number of pro-environmental behaviors declared.

When it comes to food shopping, 78 percent of baby boomers and 68 percent of Generation X cited quality as their top priority. Among millennials and Generation Z, only 65 percent did so, while 76 percent of the two youngest groups admitted that price mattered most—compared with 62 percent of baby boomers and 65 percent of Generation X.

Ingredients were cited as a deciding factor by 48 percent of baby boomers, 41 percent of Generation X and Y respondents, and 44 percent of Generation Z.

One in four baby boomers considered country of origin, compared with one in seven millennials and one in eight Generation Z respondents.

“Furthermore, one in seven people in the 65+ generation takes an eco-certification into account. Older respondents were also more likely to check a product’s expiration date before purchasing, and to buy only what they actually needed. They were slightly more likely than younger respondents to pay attention to whether the packaging was recyclable,” the release noted.

Social influence proved stronger among younger groups. One in nine Generation Z respondents said the opinions of others matter when making purchases, compared to one in twelve Generation X and one in fifteen baby boomers. Generation Z also scored lowest when asked if they check packaging biodegradability, averaging 2.99 on a 1–5 scale.

Across all groups, quality and price remain the dominant drivers of consumer choices. “For most of us, quality and price are the most important factors when grocery shopping—69 percent of respondents mention these two criteria,” the study found. (PAP)

PAP - Science in Poland

akp/ zan/ kap/

tr. RL