Young Consumers’ Sustainable Purchasing Behavior of Online Food Products: Insights from Millennial and Generation Z Consumers

Department of Agribusiness, Universitas Muhammadiyah Yogyakarta, Indonesia

^* Corresponding author: heriakhmadi@umy.ac.id

Abstract

This study investigated the sustainability behaviors of young consumers, focusing on Millennials and Gen Z, in their online food purchasing and explored the factors driving their intention to engage in sustainable online food consumption. This study uses frequency analysis and ordinal logistic regression (OLR) to analyze the sustainable purchasing habits of young consumers for online food products. Data for this study were collected through a self-administered online questionnaire distributed via social media platforms, including WhatsApp, Instagram, and Facebook. A total of 407 respondents met the eligibility criteria and were included in the analysis. The findings reveal that online food expenditure and purchase intention sustainability are influenced by distinct factors. Expenditure changes are driven by being part of the Millennial generation, higher food expenditure, and living outside Java, while more online shopping experience reduces expenditure growth. Purchase intention is shaped by perceptions of usefulness, ease of use, sustainability concerns, and trust, with minimal demographic impact. Millennials often have higher education and income, while Gen Z consists of lower-income students in rural Java. Young consumers buy food online 2-3 times monthly, prioritize fresh food, and rely on smartphones and platforms like Shopee and Tokopedia.