Beyond the green marketing mix: exploring Gen Z motives towards sustainable food products in an emerging market

Purpose – The purpose of this paper is to explore Gen Z consumer motives towards consuming sustainable food products from local brands in Egypt. Design/methodology/approach – Through the lens of green marketing mix framework, the study adopts a qualitative approach. Data were collected via seven focus groups with 40 participants who belong to Generation Z. Findings – Gen Z consumers have demonstrated more tendency to purchase green food products. To effectively engage this rising segment, it is essential for local companies to adapt their marketing strategies accordingly. We recommend that they highlight the aggregate value they provide. They should also rationalise premium pricing with more superior quality or ensure that their prices remain competitive, in comparison to non-green products. Furthermore, the findings shed light on the roles of educational institutions in fostering green consumption choices among Gen Z consumers to change social appeals towards a greener behaviour. Practical implications – The paper presents a framework of actionable recommendations for policymakers and marketers of local companies. Marketers are advised to implement several modifications to their product offerings, adopt a more intensive distribution strategy and enhance accessibility through various delivery modes. Additionally, they are recommended to consider pricing strategies that accommodate consumers with lower purchasing power to encourage the transition to green products, as well as adjust their promotional strategies to ensure transparent and honest communication. Policymakers are encouraged to develop awareness campaigns that direct promotional messages to both parents and younger generations, as social influences, educational institutions and parents are identified in this study as playing crucial roles in shaping the green behaviour of younger generations. Originality/value – The study provides theoretical and practical contributions to marketing literature and to companies producing green products within emerging markets. By expanding the Green Marketing Mix framework, the results suggest a practical framework for local brand owners to adjust their marketing strategies in order to appeal to wider consumer segments.