Too busy to be green? A generational analysis of convenience orientation in sustainable food choices

Purpose The purpose of this study is to investigate the determinants of sustainable food consumption among young consumers, using organic food as a proxy because it aligns with sustainability principles. This paper also examines how convenience orientation moderates the intention–behaviour relationship and compares generational differences between Generation Y (Millennials) and Generation Z in this context. Design/methodology/approach This study uses a survey of 420 organic food consumers from Generations Y and Z. Structural equation modelling tested the hypothesised relationships, using bootstrapping techniques to examine both direct and moderating effects. Findings Convenience orientation negatively moderates the intention–behaviour relationship, indicating that individuals with higher convenience orientation are less likely to translate intentions into actions. Moreover, this moderating effect is reduced in Generation Z compared to Generation Y, with the former being less sensitive to the negative impact of convenience orientation on behaviour. Practical implications Recognition that Generation Z demonstrates stronger behavioural alignment with sustainable intentions – even when convenience is compromised – indicates that campaigns targeting this group should emphasise ethical values and environmental impact rather than ease or speed. In contrast, strategies aimed at Generation Y may require minimising perceived inconveniences (e.g. by improving accessibility, product availability or time-saving solutions) to enhance behavioural follow-through. Originality/value By revealing that Generation Z is less negatively affected by convenience orientation than Generation Y, this study offers new insights into changing consumer values and behaviours, particularly regarding the evolving role of convenience in sustainable food choices among younger consumers.