The Millennials' Concept of Sustainability in the Food Sector

The aim of this study is to analyze the perception of the meaning of sustainability in the food sector. A sample of 268 University students belonging to the Millennial generation was identified and a survey was carried out to assess the interaction between this kind of Millennials and food sustainability. Collected data were explored with descriptive statistics, followed by multivariate statistical techniques to get an integrated vision of relationships among the variables. Outcomes evidence four groups of Millennials with specific peculiarities, i.e., Socio-Nature Sensitives, characterized by a high level of attention for the socio-economic dimension and sustainable ways of food production; Info-Supporter, very sensitive to labeling and warranty systems; Proactive-Oriented, interested in innovative activities; Indifferent Millennials, assigning the issue in general a low level of importance. Results provide useful information and some contribution to public institutions and private stakeholders so as to implement new rules and new tools in the food sector, so as to reach the target of reducing waste and pollution. Substantial literature on interaction between Millennials and sustainability in the food sector has not yet been developed; the aim of this pioneer study is to offer some contribution to the debate among stakeholders on driving choices towards new consumption rules and production patterns.