A Study on Evaluating Psychological Factors Influencing Plant-Based Diet Among Gen Z

Purpose: This paper explored the psychological determinants of adoption of plant-based diet in Generation Z. The study aimed at empirically evaluating the role of internal decision-making processes in determining willingness, consistency, and involvement into plant-based dietary practices within the cohort of the youth. Design/Methodology/Approach: The research design applied in the study is quantitative research design based on Structural Equation Modelling (SEM) in SmartPLS. The sample was non-random purposive in nature, and the researcher used 215 Generation Z respondents to gather primary data. The proposed model consists of five unobservable variables that are evaluated with the help of nineteen observable measures that make it possible to assess both measurement and structural relationships between psychological variables and adoption of plant-based diet. Findings: The findings indicate that the impact of environmental concern, ethical beliefs, health consciousness, and social influence on the adoption of a plant-based diet in Generation Z is positive and statistically significant. The results indicate that dietary adoption is produced by an integration of individual values and health-related perception and social situations as opposed to an individual motivating variable. Implications: The findings can provide quality information to teachers, policymakers, medical practitioners working in the field of public health, and food industry stakeholders by determining the psychological motivators that affect the adoption of plant-based diets among the youth. The awareness of these factors can aid the creation of specific awareness programs and behavioral change interventions to promote sustainable and healthy eating habits. Originality: This research adds to the body of literature because it empirically studies the adoption of plant-based diets through the lens of psychology based on structural equation modelling framework. The generation Z-oriented study offers evidence-based understanding of a under-investigated population target group and contributes to the research of the modern dietary habits.