Changes in consumers' green grocery purchase as a consequence of high inflation

Research output: Contribution to conference without publisher/journalPosterResearchpeer-review


This study explores changes in consumers' grocery purchases due to high inflation. Using a self-administrated online survey (N=663), we focus on three generations: X, Y, and Z. Findings show that inflation has an impact on household family finance, and consumers tend to shop more at discount stores. Findings suggest that differences exist in green grocery purchases among generational cohorts. Generation Z tends to spend less on green groceries than Generation X and Y. Consumers associated mostly "less plastic" and "reduced food waste" with green groceries. Supermarkets are better at providing green groceries as compared to discount stores. Consumers will likely buy more green groceries if inflation becomes "normal" again, but the purchase intention does not vary between generational cohorts. These findings provide a nuanced understanding
of consumer behavior toward green groceries and help retail stores design tailored marketing programs for green groceries.
Original languageEnglish
Publication date28. Sept 2023
Publication statusPublished - 28. Sept 2023
EventEMAC Regional Conference 2023: Marketing beyond the limits of Certainty: Distinguishing Twilight from Dawn - University of Pireaus , Athens, Greece
Duration: 27. Sept 202330. Sept 2023


ConferenceEMAC Regional Conference 2023
LocationUniversity of Pireaus
Internet address


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