P. Mahasuweerachai, Chompoonut Suttikun, W. Bicksler
{"title":"From pride to plate: how feelings of pride and guilt lead Gen Z to plant-based consumption at restaurants","authors":"P. Mahasuweerachai, Chompoonut Suttikun, W. Bicksler","doi":"10.1108/yc-12-2022-1658","DOIUrl":null,"url":null,"abstract":"\nPurpose\nAmidst 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.\n\n\nDesign/methodology/approach\nA survey was conducted measuring a range of variables and their relationships. The hypothesized model was tested using covariance-based structural equation modeling.\n\n\nFindings\nResults 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.\n\n\nPractical implications\nTo achieve sustainable goals, food producers should promote plant-based menu items by increasing the awareness of social approval through marketing communications.\n\n\nOriginality/value\nThis 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.\n","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.5000,"publicationDate":"2023-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Young Consumers","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/yc-12-2022-1658","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
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.