Consumer value systems and insights into sustainable food behaviour across generational cohorts

Authors

DOI:

https://doi.org/10.12775/bgss-2026-0034

Keywords

consumer behaviour, sustainable dietary behaviour, Generation X, Millennials, Generation Z, generational cohort theory, Poland

Abstract

This article aims to determine the hierarchy of consumers’ values belonging to three generational cohorts (X, Y, Z) and examine the strength of the link between the value system and sustainable eating habits. A quantitative survey utilising the CAWI technique was conducted among a representative sample of Polish Internet users aged 18–59 (N = 639). The empirical results indicate that societal security represents the primary value priority for Gen X and Gen Y, whereas benevolence-dependability holds the highest importance for Gen Z. Furthermore, sustainable food behaviours (meat reduction and food waste avoidance) exhibit stronger correlations with core value systems in younger generations than in Gen X, where routine and economic pragmatism dominate. Given that gender acts as a vital intragenerational differentiator, value-based marketing communications promoting sustainability should be highly tailored to these demographic variations.

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2026-10-28

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NESTOROWICZ, Renata, LUBOWIECKI–VIKUK, Adrian, ANTCZAK, Doris, MAJCHER, Sylwia and BAJAK, Marja. Consumer value systems and insights into sustainable food behaviour across generational cohorts. Bulletin of Geography. Socio-economic Series. Online. 28 October 2026. No. 74, pp. 31-47. [Accessed 28 October 2026]. DOI 10.12775/bgss-2026-0034.

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No. 74 (2026): December (early view)

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Copyright (c) 2026 Renata Nestorowicz, Adrian Lubowiecki–Vikuk, Doris Antczak, Sylwia Majcher, Marja Bajak

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