GENERATION Z PURCHASING BEHAVIOR WITHIN URBAN SHORT FOOD SUPPLY CHAINS

Short food supply chains (SFSCs) can play a crucial role in creating sustainable and resilient urban food systems. The primary objective of the study was to understand Generation Z’s perceptions of short food supply chains (SFSCs) in urban areas of Poland. A survey was conducted in May 2025 among 262 respondents using a Computer-Assisted Web Interview (CAWI). Quantitative analysis, along with synthesis and deductive reasoning, was used to analyze the data. K-means cluster analysis was applied to identify distinct groups of respondents based on SFSC purchasing behavior. Three consumer clusters were identified: confident (35%), conscious (48%), and skeptical (17%). Confident consumers were often families who reported good knowledge of SFSCs and were willing to pay a premium for these products. Conscious consumers were typically members of smaller households, knowledgeable about SFSCs, and willing to pay more; women were significantly more likely to belong to this group. Skeptical consumers were typically single-person households, reporting limited knowledge of SFSCs and a moderate willingness to pay more. Regardless of consumer profile, quality certifications, effective promotion, product traceability, and convenient location were important factors influencing purchase decisions.