Abstract
The Millennial generation is inclined to evaluate products according to their nutritional contents and environmental impact; thus, Millennials tend to search for claims on food labels to determine the health of a product and consequently decide whether to engage in the purchase or not. This research investigates to which extent is Millennials’ food shopping behaviour influenced by health buzzwords on food packaging. To serve this purpose, graduates and students of the international study program MIEX – Master in International Management, University of Bologna have been asked to respond to a structured online survey. The main findings suggest that Millennials rely on nutritional labels, ingredient lists and buzzwords. Buzzwords are a requirement Millennials look up for their buying decision making at the supermarket, but they also influence the choice of consumption of a commodity rather than another.