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

Titolo
Exploring Gen Zers Attitudes Toward a More Sustainable Diet
Periodico
Micro & macro marketing
Anno: 2023 - Volume: 95 - Fascicolo: 2 - Pagina iniziale: 337 - Pagina finale: 366

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.



SICI: 1121-4228(2023)95:2<337:EGZATA>2.0.ZU;2-Z
Testo completo: https://www.rivisteweb.it/download/article/10.1431/107645
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1431/107645

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