Generation Z’s consumer attitudes and purchasing intentions toward sustainable food consumption by settlement type in Hungary, 2022
Generation Z’s consumer attitudes and purchasing intentions toward sustainable food consumption by settlement type in Hungary, 2022

Summary/Abstract: The urban population – including the members of Generation Z – has more opportunities to purchase sustainable food than those living in rural areas. Previous research highlighted that while strengthening the sustainable consumption patterns of Generation Z is particularly important, little is known about the sustainable food consumption attitudes of people living in different settlement types in Hungary. The aim of this research is to examine the most significant differences in the characteristics and purchasing intentions of young people related to sustainable food consumption by settlement type. The research was carried out in the form of a quantitative survey with a valid completion of 344 respondents. The novelty of the study is that it examines the consumer attitudes of young Hungarian Gen Zers living in different settlement types toward sustainable food consumption. The results confirm several previous findings on Gen Zers and their sustainable food consumption attitudes. Based on the examined trend elements, three segments can be identified based on which type of settlement the respondents live. The most significant differences among young people living in large cities and towns or villages can be seen in terms of their intention to buy local and domestic products, search for information about the product, and purchase healthy products. The authors identified the main purchasing intentions toward sustainable food consumption by settlement type. The study determined three relatively homogeneous groups using the method of hierarchical cluster analysis, and the segments described can serve as a base for future studies.

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