“ Factors influencing Swedish Generation Z are sustainable purchasing behaviors: A qualitative study in the context of the food industry in Sweden”.

Sammanfattning

Generation Z, which includes many Swedes born between the mid-1990s and the early 2010s,is defined by a marked preference for environmentally friendly products, particularly when itcomes to food. The focus on sustainable food consumption among this generation is driven andinfluenced by many reasons. First and foremost, being environmentally responsible is crucial.The environmental effects of food production, such as water use, biodiversity loss, and carbonemissions, are known to them. This is why they put an emphasis on buying organic, sustainablyfarmed, and ethically sourced food. Products with a smaller carbon impact and those thatpromote sustainable agricultural techniques are highly sought after by this generation. Finally,members of Generation Z place a premium on companies that are open and ethical in theirdealings with customers. They place a premium on genuine and forthright food brands.Customers are more inquisitive about the firms they support, the methods used to make theirgoods, and the ethics of food production. Brands that are transparent about their support forsocial responsibility, fair trade, and sustainability are more likely to connect with thisgeneration and influence their purchase decisions. Also, because of the internet and othertechnical developments, Generation Z in Sweden is now more educated and able to makedeliberate choices. They may easily learn about sustainable food alternatives, ethicalcompanies, and environmental implications via social media, internet platforms, andsmartphone applications. To better themselves and hold businesses to account, they make useof these tools. The main focus of this study is to examine factors influencing SwedishGeneration Z are sustainable purchasing behaviour in the food industry. In addition, the studyalso focuses on consumer behavior in the food industry and it examines sustainable purchasingbehaviour. Lastly, the study examines factors influencing sustainable purchasing behaviour.