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

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.