From pride to plate: how feelings of pride and guilt lead Gen Z to plant-based consumption at restaurants

IF 3.5 Q2 BUSINESS
P. Mahasuweerachai, Chompoonut Suttikun, W. Bicksler
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Abstract

Purpose Amidst pressing environmental concerns, the service industry has increased its focus on sustainable production and consumption patterns. This study aims to explore whether Generation Z’s perceived value of plant-based food influences feelings of guilt as a result of consuming meat instead of plant-based food and/or pride from consuming plant-based foods, which might then lead to decisions to purchase alternative plant-based products at restaurants. Design/methodology/approach A survey was conducted measuring a range of variables and their relationships. The hypothesized model was tested using covariance-based structural equation modeling. Findings Results showed that perceived social value significantly influenced guilt and pride with perceived emotional value only influencing pride. Both guilt and pride significantly influenced the decision to switch eating patterns from conventional meat to plant-based protein at restaurants. And, finally, environmental concern significantly moderated the effect of emotional value on guilt. Practical implications To achieve sustainable goals, food producers should promote plant-based menu items by increasing the awareness of social approval through marketing communications. Originality/value This study bridges a gap in the literature by investigating how consumers’ perceived value affects their anticipated emotional feelings of guilt and pride leading to the switch from meat-based to plant-based diets at restaurants.
从骄傲到盘子:骄傲和内疚感如何导致Z世代在餐馆消费植物性食物
在紧迫的环境问题中,服务业更加注重可持续的生产和消费模式。本研究旨在探讨Z世代对植物性食物的感知价值是否会影响因食用肉类而不是植物性食物而产生的内疚感和/或因食用植物性食物而产生的自豪感,这可能会导致他们决定在餐馆购买替代植物性产品。设计/方法/方法进行了一项调查,测量了一系列变量及其关系。采用基于协方差的结构方程模型对假设模型进行检验。结果表明,社会价值感知显著影响内疚和骄傲,情感价值感知仅影响骄傲。内疚和骄傲都极大地影响了人们在餐馆将饮食模式从传统肉类转向植物性蛋白质的决定。最后,环境关注显著调节了情感价值对内疚的影响。为了实现可持续发展的目标,食品生产商应该通过营销传播提高社会认可的意识来推广植物性菜单。原创性/价值本研究通过调查消费者的感知价值如何影响他们预期的内疚和骄傲的情感感受,从而导致餐馆从肉类饮食转向植物性饮食,弥补了文献中的空白。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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