Exploring Gen Zers Attitudes Toward a More Sustainable Diet

Luigi Monsurrò, Martina Di Cioccio, Cristoforo Losito and Carmela Donato

Micro & Macro Marketing, 2023, issue 2, 337-366

Abstract: As the impact of meat overconsumption on the environment is becoming increasingly alarming, the adoption of Plant-Based Food is considered a possible solution to that issue. Past research has investigated what drives consumers to embrace (or not) such food types. However, these studies did not focus on Generation Z, which is characterised by deep environmental concerns. This work has the purpose of filling this gap through an exploratory study. From semi-structured interviews conducted on an Italian sample and involving both omnivores and adopters of Plant-Based Diets, we extracted the aspects that facilitate and hinder Italian Gen Zers from embracing Plant-Based Food consumption behaviours. This work offers policymakers and practitioners insights aimed at promoting Plant-Based Food among Gen Zers consumers, as well as theoretical contributions to food literature and Generation Z consumption literature.

Keywords: Plant-Based Food; Plant-Based Diet; sustainability; Generation Z; food consumption (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rivisteweb.it/download/article/10.1431/107645 (application/pdf)
https://www.rivisteweb.it/doi/10.1431/107645 (text/html)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mul:jyf1hn:doi:10.1431/107645:y:2023:i:2:p:337-366

Access Statistics for this article

Micro & Macro Marketing is currently edited by Dario Romano

More articles in Micro & Macro Marketing from Società editrice il Mulino
Bibliographic data for series maintained by ().