Perceived Norms on Healthy Sustainable Eating in Zambia

This study examines the role of social norms in promoting sustainable and healthy food consumption behaviors among Zambian students aged 11-16. The focus is on understanding how descriptive norms (what students perceive their peers are doing) and injunctive norms (what students believe they should do) influence students' choices. Poor diets are a global health and economic challenge, contributing significantly to non-communicable diseases and costing an estimated $8 trillion annually. In Zambia, as in other regions, there is a growing shift toward processed and imported foods, often perceived as modern and desirable, while local and traditional foods are undervalued (Harris, J., 2019). This preference for less sustainable healthy options exacerbates health, environmental, and cultural challenges among youth. In this study, we aim to answer the following questions. 1. What are the social beliefs about choosing sustainable, healthy food in schools? 2. How do injunctive/descriptive and dynamic/static social norms impact students’ food choices?