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Generation Z Food Waste, Diet and Consumption Habits: A Finnish Social Design Study with Future Consumers

Author

Listed:
  • Tiina Kymäläinen

    (Business, Innovation and Foresight, VTT Technical Research Centre of Finland Ltd., 90570 Oulu, Finland)

  • Anu Seisto

    (Business, Innovation and Foresight, VTT Technical Research Centre of Finland Ltd., 90570 Oulu, Finland)

  • Roosa Malila

    (Business, Innovation and Foresight, VTT Technical Research Centre of Finland Ltd., 90570 Oulu, Finland)

Abstract

This article presents a Finnish social design study that was targeted at future Generation Z consumers. The main objective was to gain understanding of the target group’s attitudes, routines and skills relating to food consumption, diets and food waste within their households. The sustainability framework studied the Generation Z experience, obstacles and opportunities relating to behavior patterns, in addition with current habits—with respect to planning, shopping, cooking, eating and storing—and future motivations. The aim of the social design investigations was to provide contributions to the design outcome: a behavior change application that steered young consumers’ behavior patterns towards a more sustainable direction. The design framework was applied in two case studies that focused on 17–26-year-old consumers in Finland. The main method was qualitative online focus group discussions. Based on the results, the most important behavior change opportunities related to social aspects, the role of company sponsoring, localization and context-awareness potential in young consumers’ close environment and the need to engage wider sustainability aspects—such as carbon footprint, comparison of diets and financial savings—to the behavior change framework. Based on the results, the participants took the climate change challenge associated with food waste and biased diets very seriously.

Suggested Citation

  • Tiina Kymäläinen & Anu Seisto & Roosa Malila, 2021. "Generation Z Food Waste, Diet and Consumption Habits: A Finnish Social Design Study with Future Consumers," Sustainability, MDPI, vol. 13(4), pages 1-14, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:4:p:2124-:d:500566
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    References listed on IDEAS

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    2. Ivana Acocella, 2012. "The focus groups in social research: advantages and disadvantages," Quality & Quantity: International Journal of Methodology, Springer, vol. 46(4), pages 1125-1136, June.
    3. Robinson, John, 2004. "Squaring the circle? Some thoughts on the idea of sustainable development," Ecological Economics, Elsevier, vol. 48(4), pages 369-384, April.
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    5. Ching-Hui (Joan) Su & Chin-Hsun (Ken) Tsai & Ming-Hsiang Chen & Wan Qing Lv, 2019. "U.S. Sustainable Food Market Generation Z Consumer Segments," Sustainability, MDPI, vol. 11(13), pages 1-14, June.
    6. Massimo Canali & Pegah Amani & Lusine Aramyan & Manuela Gheoldus & Graham Moates & Karin Östergren & Kirsi Silvennoinen & Keith Waldron & Matteo Vittuari, 2016. "Food Waste Drivers in Europe, from Identification to Possible Interventions," Sustainability, MDPI, vol. 9(1), pages 1-33, December.
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    1. Casamassima, Alessia & Perdiguero Garcia, Jordi & Morone, Andrea, 2021. "Investigate the energy misperception for "Next Generation" in Italy: An online experiment," MPRA Paper 110637, University Library of Munich, Germany.

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