Abstract
Young people are concerned about climate change. Their activism has attracted the attention of the media and politicians. Some of them are entering the market as consumers for the first time and can express their preferences without parental guidance: they are the Zoomers. Do these new consumers have enough knowledge about sustainability to be able to make choices in line with their concerns? Are they able to push the market towards change? A sample of 537 young Zoomer consumers were interviewed face-to-face in the Metropolitan Area of Buenos Aires. They were asked to indicate their level of concern for the planet and the first word they associated with sustainability, to rank in order of importance sustainability-related concepts and to indicate their willingness to buy sustainable products. The results of this study underline a high concern for the health of the planet (87.9%) and for unsustainable production methods (88.8%). However, the respondents perceived sustainability as consisting of a single main pillar, the environmental dimension (with 47% of the terms referring to sustainability), and two accessory pillars, the social (10.7%) and economic (5.2%) dimensions of sustainability. Respondents also showed a high interest in products obtained through sustainable agriculture, with a high percentage of them willing to pay for these products (74.1%). However, a substantial correlation was found between the ability to comprehend the notion of sustainability and the determination to purchase sustainable items, and vice versa, between those who reported difficulty comprehending the concept and their determination not to purchase these products. Zoomers believe that the market must support sustainable agriculture through consumer choices without paying a premium price. Clarifying the concept of sustainability, enhancing knowledge and assisting consumers in identifying sustainable products, as well as marketing them at reasonable prices, are essential actions for fostering a more ethical agricultural system.