In a recent study published in the journal Foodresearchers investigated Gen Z perceptions of plant-based foods and factors influencing their willingness to adopt green eating practices among university students in Greece, India and the United Kingdom (UK).
Their results show that attitudes, involvement in meal preparation, perceived barriers, and personal factors such as knowledge of healthy eating and physical activity significantly influence Gen Z’s willingness to switch to plant-based diets, highlighting both the challenges and the opportunities to promote sustainable food choices.
Study: Gen Z’s willingness to adopt plant-based diets: Empirical evidence from Greece, India and the UK. Image credit: Creative Cat Studio / Shutterstock
Record
Previous research has highlighted the health risks of eating meat, such as type 2 diabetes and cardiovascular disease, and its environmental impacts, including greenhouse gas emissions and deforestation.
Despite the established benefits of a plant-based diet, many consumers are still reluctant to adopt it, with meat consumption deeply embedded in Western culture. Factors influencing the acceptance of a plant-based diet include attachment to meat, food choice motivations, and perceptions of health and environmental benefits.
Generation Z, a key demographic for future food trends, bases their food choices on a variety of factors such as health, environmental concerns and social influences. Studies have shown that positive attitudes toward sustainable food sources are associated with higher diet quality among youth.
However, gaps remain in understanding the specific barriers and motivations for Gen Z’s willingness to adopt plant-based diets.
About the study
This study explored the attitudes and perceptions of Gen Z university students in Greece, India and the UK about plant-based diets. The researchers collected data from students born between the mid-1990s and early 2010s using a 15-minute online questionnaire, which yielded 528 valid responses.
The questionnaire covered socio-demographic details, meal preparation habits, cooking skills, healthy eating knowledge, healthy eating and activity level. It also assessed the influence of social media and television advertising on plant-based food purchases and barriers to adopting a plant-based diet, such as interest and knowledge about plant-based proteins.
To analyze the data, the researchers used statistical methods such as principal component analysis (PCA) and exploratory factor analysis (EFA) to identify key factors that influence students’ attitudes and group them based on those attitudes.
They used an ordered probit model to examine the likelihood that students would adopt plant-based diets, taking into account their background, meal preparation habits, lifestyle choices, and perceived barriers.
Foundings
About 22% of respondents were Indian, 58% were Greek and 20% were English. The majority of students (85%) were female and less than 25% were over 23 years old.
Compared to Indian students, Greek and English students were more likely to be responsible for shopping for food and planning and preparing their own meals, and less likely to live with their parents or relatives.
English students were more likely to feel they were making healthy food choices. Indian students showed the greatest interest in switching to more plant-based diets, with almost half saying they were open to doing so, compared to less than 20% of Greek or English students.
Some common perceptions of plant-based foods were that they taste inferior to more conventional products (33%) or that they are too expensive (40%). However, nearly 40% also noted that some plant-based foods taste good.
Many students also noted the health and environmental benefits of plant-based foods. Almost half of the respondents felt that animal proteins are superior to plant sources of protein.
PCA found five factors that explained nearly 58% of the variance in students’ attitudes toward plant-based diets.
These factors were: the health benefits of plant-based diets (13%), dissatisfaction with the characteristics of plant-based foods (13%), ensuring adequate protein intake in plant-based diets (12%), the perceived exclusion of animal foods (10%) and adherence to meat proteins (9%).
The ordered probit model showed that sociodemographic characteristics, meal preparation activities, and personal/lifestyle factors significantly influence willingness to adopt a plant-based diet.
For Greek students, living alone or with friends increased the likelihood of adopting a plant-based diet, while responsibility for cooking decreased. Indian students showed more willingness if they were women or postgraduates.
Meal planning positively influenced English students’ willingness, while cooking skills negatively influenced both Indian and English students.
Knowledge about healthy eating was a positive factor for both Greek and English students, while high levels of physical activity negatively influenced Indian students’ willingness to adopt plant-based diets.
conclusions
Regarding the implications of this research for the food industry, the researchers highlight the need for clear communication about the health and environmental benefits of plant-based diets, as well as innovations in product development and labeling to increase acceptance. of the consumers.
The study concludes that while it provides valuable insights into Gen Z attitudes toward plant-based diets, it faces limitations due to sample selection bias and homogeneity in meal preparation participation. Future research should use random sampling to capture different sociodemographic groups, while longitudinal studies could elucidate changes in attitudes over time.
