Comparing Five Generational Cohorts on Their Sustainable Food Consumption Patterns: Recommendations for Improvement Through Marketing Communication

Contemporary food consumption patterns are regarded as one cause of environmental deprivation, so new sustainable food consumption patterns are vital for this world’s future. This paper presents the results of field research that studies the sustainable food consumption patterns of five generational cohorts, namely Generation Z, Generation Y, Generation X, Baby Boomers, and the Silent Generation. Specifically, it explores if the subjects of the five generational cohorts (N = 1561) have adopted or are willing to adopt sustainable food consumption behavior. Additionally, it investigates differences amongst the generational cohort’s sustainable food consumption behavior.