Generations and Sustainability: Analyzing Preferences and Behaviors for Organic Food Products

Consumer behavior theories and sustainability evolution suggest that life experiences and socio-economic contexts influence purchasing decisions and values. As sustainability becomes increasingly important, understanding the role of various age groups in supporting this movement is crucial for companies. This paper aims to explore how different generations consume and purchase organic food products. To investigate this topic, a questionnaire was created and distributed online to a convenient sample of 396 participants from various generations, including Baby Boomers, Generation X, Millennials, and Generation Z in Romania. The questionnaire’s purpose was to identify patterns in preferences, consumption behaviors, and the impact of specific factors, such as support for organic farms and budget allocation for organic products and whether there are generational differences. Statistical analysis methods, including Chi-Square Tests, were used to analyze the data and identify significant trends and correlations, with SPSS software. Based on the results, Generation X and millennials are among the most concerned with supporting organic farms and generally allocate more financial resources to purchasing organic food products. The Baby Boomers generation showed a significant inclination toward organic products but ranks above Generation Z, which, contrary to expectations, is the least interested in this subject. This paper can be useful for supermarket managers, organic product stores, but also for people who choose a healthy lifestyle.