Generation Z adults and the sustainability of food retailers in Iași, Romania

Nowadays, sustainability is the focus of consumers, companies, and researchers, driving changes in both company and consumer behavior. Through this research we wanted to find out how Generation Z adults’ position towards the sustainability of food retailers in the city of Iasi using qualitative research conducted through interviews. The analysis of the interviews revealed interesting aspects, a new definition of the concept and possible ideas for changes which could be adopted by food retailers to achieve a higher degree of sustainability. Among the components related to the sustainability of food retailers, our research showed that respondents consider that the most important are the selective waste collection and the use of green technologies, giving less importance to the employment of people with disabilities or contracting with local suppliers and the lowest priority being the level of employee wages. Some changes the interviewees proposed consist of installing solar panels and more efficient lighting systems, using biodegradable packaging for products and being more careful to the waste management system.