Gen Z and Sustainable Diets: A Holistic Perspective. Understanding Perceptions of and Engagement with the Social, Economic and Environmental Dimensions of a Sustainable Diet

Abstract

Current food production methods are causing wide scale degradation of the natural environment thus a shift towards more sustainable agricultural systems is essential in fighting the climate crisis. Understanding how Gen Z, a generation that will inherit the changing climate, relates to the social, economic and environmental aspects of a sustainable diet is important in ensuring they are aware how to make an impact with their dietary choices. This thesis aimed to gain a holistic understanding of Gen Z's perceptions of and engagement with sustainable diets. Two studies were conducted online, examining Canadian youth between the ages of 18-25. The first study took an exploratory approach, aiming to understand what a sustainable diet means to Gen Z in their own words. The second study took a predictive approach, aiming to quantify and understand Gen Z's action stages around a range of sustainable dietary behaviours, including the psychological and educational factors that influence their stage of change. Results from Study One highlighted that youth perceive behaviours centered around supporting their local community and reducing food waste to be effective for promoting a sustainable diet. In addition, over 60% of participants indicated that there were barriers preventing them from engaging in sustainable diets, such as cost. Results from Study Two revealed that a high food literacy score and a strong belief in the efficacy of a behaviour are the two most important predictors of being in an action stage for a range of sustainable dietary behaviours. Together these two studies provide a holistic overview of what sustainable diets mean to Gen Z, how they currently engage with sustainable diets, and ways to encourage action. The thesis also contributes to the scholarly literature on the use of TTM and TPB in assessing the factors that influence engagement with sustainable dietary behaviours. It also offers practical recommendations on how our results can be used to shape policy, educational interventions and marketing towards Gen Z.