This paper contributes to the literature on sustainable marketing by reviewing recent studies on individual’s awareness and perceptions of the environmental impacts of their food choices. Then empirical qualitative results from a cohort of Generation Y (Gen Y) respondents (being current university students around 20 years old) in Australia are presented. These results examined their understanding of sustainable food through investigating factors motivating their food choices and the importance they place on environmental issues. Results indicated that they have a wide range of perceptions about a sustainable diet as well as specific views about sustainable behaviours in the context for food purchases, consumption, how food is produced and the types of food purchased. In conclusion the understanding of sustainable food amongst this group of Generation Y consumers in Australia is inadequate.
|Title of host publication||Australia New Zaland Marketing Academy Conference 2010 : Doing More with Less|
|Place of Publication||Christchurch, New Zealand|
|Publisher||University of Canterbury|
|Number of pages||8|
|Publication status||Published - 2010|
|Event||Australian and New Zealand Marketing Academy (ANZMAC) Conference 2010 - Doing More with Less - Christchurch, New Zealand|
Duration: 29 Nov 2010 → 1 Dec 2010
|Conference||Australian and New Zealand Marketing Academy (ANZMAC) Conference 2010 - Doing More with Less|
|Period||29/11/10 → 1/12/10|
Pearson, D., Henryks, J., & Rowe, P. (2010). Sustainable consumption in Australia: what do generation Y consumers know about their food choices? In Australia New Zaland Marketing Academy Conference 2010 : Doing More with Less (pp. 1-8). Christchurch, New Zealand: University of Canterbury.