AUSTIN, TEXAS — A survey conducted by YouGov, a global provider of analysis and data generated through research across 42 markets on behalf of Whole Foods Market, found Gen Z consumers are placing importance on sustainability and quality in grocery products and are willing to spend more to support companies that also reflect these values. The national online survey conducted research from approximately 1,023 adults between the ages of 18 to 27 in the United States by examining Gen Z’s interest in food, health and grocery shopping preferences.

Seventy percent of Gen Z supports climate-smart agriculture practices and 55% are willing to pay more for environmentally sustainable products and over half of Gen Z consumers prefer companies that prioritize lower environmental impacts or locally sourced foods, according to the study.

Eighty percent of Gen Z said they prioritize food quality in purchasing decisions and approximately 70% are willing to spend more on high-quality food, according to YouGov’s study.

The YouGov study also found that Gen Z is seeking more transparency regarding food sustainability and quality. Approximately three-quarters of Gen Z expressed concern about the future of the climate, with 68% saying they feel they would benefit from more information from retailers about the sustainability of various food products.

“Prioritizing a positive climate impact while continuing to meet our rigorous quality standards is part of our identity at Whole Foods Market,” said Jason Buechel, chief executive officer of Whole Foods Market. “It’s not just what we do, it’s who we are as a company. As Gen Z generates a higher demand for environmentally conscious products, we have continued to increase our efforts toward climate-smart agriculture and responsible sourcing practices. This generation gives me great optimism as we continue to protect our food systems for future generations to come.”