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A qualitative study of 23 Slovenian consumers aged 18-27, published in Frontiers in Sustainability, found that Gen Z coffee drinkers value sustainability in principle but base actual purchases on convenience, price and routine. The author terms this gap the ‘sustainability-convenience paradox.’
A new study of young coffee drinkers in Slovenia found that while Gen Z consumers welcome the idea of sustainable coffee, their actual purchases are driven by convenience, price and routine. The paper, published July 27 in Frontiers in Sustainability by Polona Dakič of the University of Primorska, describes this gap between values and behavior as a “sustainability-convenience paradox.”
The study examined how Gen Z consumers talk about sustainability in coffee and compared that against their self-reported routines and purchasing decisions. Dakič, of the Faculty of Management at the University of Primorska in Koper, Slovenia, conducted three focus groups with 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 actual purchasing decisions. Sustainability functioned more like a bonus once needs such as speed, affordability, taste, comfort and familiarity were met.
Participants described how daily pressures shaped their choices. 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 said, “I like the idea of ethical coffee, but most of the time convenience decides for me because that’s what fits my daily routine.” Several participants also voiced skepticism toward brand sustainability claims, describing some green marketing as performative labeling rather than evidence of meaningful change.
Why Green Marketing Faces a Gen Z Gap
The findings matter for coffee brands and retailers investing in ethical and environmental claims. If young consumers treat sustainability as a tiebreaker rather than a driver, marketing centered on green attributes alone may not change purchasing behavior unless convenience and price barriers are also addressed.
The study also adds to evidence of greenwashing skepticism among younger consumers. Participants’ distrust of sustainability labels suggests that certifications and environmental messaging may face growing scrutiny, and that unverifiable or vague claims could erode trust rather than build sales.
The paradox cuts both ways: demand for certified coffee appears strong on paper, but the new research supports the idea that stated preferences do not necessarily translate into purchases.
Previous Research on Ethical Coffee Choices
: “The Slovenian study falls in line with numerous past studies on the gap between consumer perceptions of sustainability and actual buying decisions. One recent study suggested 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.
A 2021 Mintel analysis found that the share of new coffee products carrying ethical or environmental claims had nearly doubled over about a decade, though the analysis did not verify those claims or measure their outcomes. More recently, a broad review of coffee sustainability research cited survey data indicating that more than 60% of consumers in North America and Europe prefer certified coffees, along with willingness to pay more for traceable, single-origin products. Those populations are not directly comparable with Dakič’s small Slovenian sample.
“I care about sustainability in theory, but honestly, when I’m stressed or late for class, I just buy whatever is fastest.”
— Study participant, quoted in the paper
Limits of a 23-Person Study
Several limitations remain. The study is based on 23 participants in a single country, and Dakič explicitly noted it was a small qualitative sample not designed to be statistically generalizable to Gen Z coffee drinkers elsewhere. Whether the same convenience-first pattern holds across larger, more diverse populations — including in North America and Western Europe — is not established by this research.
The study also relies on self-reported routines from focus groups rather than observed purchase data, a method that can diverge from real-world behavior. Participants’ skepticism toward green marketing was recorded as perception, not verified against any specific brands’ practices.
Implications for Coffee Brands and Researchers
Larger quantitative studies would be needed to test whether the sustainability-convenience paradox holds at scale among Gen Z consumers beyond Slovenia. For the coffee industry, the findings suggest the next competitive ground may be making sustainable options equally convenient and affordable, rather than relying on ethical claims alone.
The author reported receiving no financial support for the work and declared no conflicts of interest. The paper is available through Frontiers in Sustainability for further review by researchers and industry analysts.
Key Questions
What did the Gen Z coffee study find?
It found that consumers aged 18-27 in Slovenia understand and approve of coffee sustainability concepts, but their actual purchases are driven mainly by convenience, price, routine and comfort, with sustainability acting as a secondary bonus.
What is the ‘sustainability-convenience paradox’?
It is the paper’s term for the gap between consumers who care about sustainability in theory but whose daily coffee choices are shaped by speed, routine, comfort, social context or price.
How was the study conducted?
Researcher Polona Dakič of the University of Primorska ran three focus groups with 23 participants aged 18 to 27 in Slovenia, split into heavy coffee users, casual users and non-drinkers, and compared their sustainability talk with self-reported routines and purchases.
Do Gen Z consumers trust sustainability claims from coffee brands?
According to the paper, several participants voiced skepticism toward green marketing, describing some brand sustainability claims as performative labeling rather than evidence of meaningful change.
Can these findings be applied to Gen Z consumers generally?
No. The author stated the study was a small qualitative sample in Slovenia not designed to be statistically generalizable. Broader consumer surveys show stronger stated preference for certified coffee, but those populations are not directly comparable.
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