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Mathematics in Education, Research and Applications (MERAA), 2025(11), 1


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Published online 2025-12-10
DOI:https://doi.org/10.15414/meraa.2025.11.01.31-38

Exploring consumer behavior in sustainable food choices: a quantitative approach to generational differences and online marketing factors

Lea Rubínová, Elena Horská
Slovak University of Agriculture, Faculty of Economics and Management, Institute of Statistics, Operation Research and Mathematics, Slovak Republic

Article Fulltext (PDF), pp. 31–38
The topic of consumer preferences in sustainable and healthy food systems across generations focuses on the dynamics of changing consumer behavior and its impact on the development of a food market oriented toward sustainability and health. In recent years, consumer interest in the environmental and health impacts of their purchasing decisions has been increasing, leading to significant shifts in trends and preferences in food choices. The aim of this paper is to provide deeper insights into how marketing tools and communication strategies can support sustainable consumer behavior and contribute to shaping future food systems that reflect values of sustainability, health, and social responsibility. The article focuses on Generation Z consumers and analyzes the factors influencing their decision-making when selecting healthy and sustainable foods, which significantly affect their preferences for healthy eating. The study also examines the promotion of these products and how companies adapt their marketing strategies to changing consumer behavior. Non-parametric statistical methods, such as the Friedman test and Nemenyi post hoc pairwise comparison, are used to process the data, allowing for the identification of potentially statistically significant differences between marketing stimuli and activities that influence consumer behavior.

Keywords: consumer preferences, sustainable food systems, healthy food systems, marketing strategies, green marketing, environmental responsibility
JEL Classification: M31, M37