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A qualitative study published in Frontiers in Sustainability found that Gen Z coffee drinkers in Slovenia broadly support sustainability but base actual purchases on convenience, price and routine. The author terms this gap the ‘sustainability-convenience paradox.’ The small sample of 23 participants was not designed to be generalizable.
A new study of Gen Z coffee drinkers in Slovenia has found that while young consumers welcome sustainability in principle, their actual coffee purchases are driven mainly by convenience, price and routine. The paper, published July 27 in Frontiers in Sustainability and authored by Polona Dakič of the University of Primorska, describes this gap between values and behavior as a “sustainability-convenience paradox.”
The study drew on three focus groups involving 23 participants aged 18 to 27, divided into heavy coffee users, casual users and non-drinkers. Across all groups, participants generally understood and approved of sustainability concepts such as ethical sourcing, recyclable packaging, fair-trade certification and environmental responsibility. Yet according to the paper, those values rarely drove purchasing decisions.
The central finding, as reported by Daily Coffee News, was not that young consumers reject sustainability, but that sustainability functions as a bonus once needs such as speed, affordability, taste, comfort and familiarity are met. One student quoted in the paper said, “I care about sustainability in theory, but honestly, when I’m stressed or late for class, I just buy whatever is fastest.” Another participant said convenience “decides for me because that’s what fits my daily routine.”
Several participants also expressed skepticism toward brand sustainability claims, describing some green marketing as performative labeling rather than evidence of meaningful change. The study compared how participants talked about sustainability with their self-reported routines and actual purchasing decisions.
Why the Values-Behavior Gap Matters
The findings matter for coffee brands, roasters and retailers that have invested heavily in ethical and environmental positioning. According to a 2021 Mintel analysis cited by Daily Coffee News, the share of new coffee products carrying ethical or environmental claims had nearly doubled over roughly a decade — though that analysis did not verify the claims or measure their outcomes. If younger consumers treat sustainability as a secondary factor, marketing centered on certifications and green claims may not on its own shift purchasing.
The study also adds to a recurring challenge for the industry: stated preferences do not reliably predict sales. A broad review of coffee sustainability research cited prior survey data indicating that more than 60% of consumers in North America and Europe prefer certified coffees and express willingness to pay more for traceable, single-origin products. The new research reinforces the possibility that such survey answers overstate real-world behavior.
Earlier Research on Ethical Coffee Buying
The Slovenian study falls in line with numerous earlier studies exploring the gap between consumer perceptions of sustainability and actual buying decisions. One recent study suggested that shoppers may be more likely to follow through on ethical coffee purchases when the sticker price is the same, even if the coffee volume is smaller — indicating that price framing, not values alone, can tip decisions.
The author, Polona Dakič, is affiliated with the Faculty of Management at the University of Primorska in Koper, Slovenia. She reported receiving no financial support for the work and declared no conflicts of interest.
“I care about sustainability in theory, but honestly, when I’m stressed or late for class, I just buy whatever is fastest.”
— Student participant, quoted in the study
Limits of the Slovenian Sample
The study’s author explicitly cautioned that the research was based on a small qualitative sample of 23 participants in Slovenia and was not designed to be statistically generalizable to Gen Z consumers elsewhere. The North American and European survey populations referenced in broader research reviews are not directly comparable to this sample.
It also remains unclear whether the observed gap between values and behavior would change under different conditions — for example, if sustainable options were equally convenient and priced the same as conventional ones. Participants’ skepticism toward green marketing was expressed in focus groups and was not tested against specific brands or verified claims.
Testing Convenience-First Sustainability
The findings suggest a practical test for the industry: whether sustainability positioned at no cost to speed, price or familiarity can convert stated values into purchases. Prior research on equal-price ethical buying and the growing volume of eco-labeled products point toward pricing and accessibility as the variables to watch.
Further quantitative research across larger and more diverse Gen Z populations would be needed to confirm whether the sustainability-convenience paradox holds beyond Slovenia. For now, the study adds qualitative evidence that young consumers’ environmental concern is real but conditional.
Key Questions
What did the Gen Z coffee study find?
It found that young coffee drinkers in Slovenia support sustainability in principle but base purchases mainly on convenience, price and routine. The author calls this the “sustainability-convenience paradox.”
Who conducted the research and where was it published?
Polona Dakič of the Faculty of Management at the University of Primorska in Koper, Slovenia, wrote the paper. It was published July 27 in Frontiers in Sustainability and reported by Daily Coffee News.
Does the study mean Gen Z doesn’t care about sustainability?
No. Participants understood and approved of ethical sourcing, recyclable packaging and fair-trade certification. The finding is that these values act as a bonus once convenience, price, taste and routine are satisfied.
How reliable are the findings?
The study involved 23 participants in three focus groups in Slovenia. The author stated it was not designed to be statistically generalizable, so the results indicate patterns rather than population-wide conclusions.
How does this compare with other consumer research?
Prior surveys have found more than 60% of consumers in North America and Europe prefer certified coffees, and a 2021 Mintel analysis found ethical claims on new coffee products nearly doubled over a decade. The new study reinforces earlier evidence that stated preferences often exceed actual buying behavior.
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