Why Shoppers Want to Consume Sustainably But Often Fail to Do So. Exploring the Attitude-Behavior-Gap

Focusing on the motivations and barriers influencing Gen Z's sustainable food consumption, this thesis investigates the attitudes and behaviors of this demographic within the food retail sector. It aims to identify factors that encourage or hinder sustainable choices, recognizing Gen Z as future leaders in decision-making. The findings seek to inform retailers and policymakers on effective strategies to promote environmentally friendly shopping behaviors, while also highlighting areas for further research to enhance understanding of sustainable consumption practices.