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

Patcharaporn Mahasuweerachai (Hospitality and the Event Management Division, Faculty of Business Administration and Accountancy, Khon Kaen University, Khon Kaen, Thailand)
Chompoonut Suttikun (Hospitality and the Event Management Division, Faculty of Business Administration and Accountancy, Khon Kaen University, Khon Kaen, Thailand)
William Hamilton Bicksler (Communication Arts Division, Khon Kaen University International College, Khon Kaen, Thailand)

Young Consumers

ISSN: 1747-3616

Article publication date: 22 August 2023

Issue publication date: 13 November 2023

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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.

Keywords

Acknowledgements

Erratum: It has come to the attention of the publisher that the article, Mahasuweerachai, P., Suttikun, C. and Bicksler, W.H. (2023), “From pride to plate: how feelings of pride and guilt lead Gen Z to plant-based consumption at restaurants”, Young Consumers, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/YC-12-2022-1658, was published with uncorrected errors introduced during the production process. This has now been corrected in the online version. The publisher sincerely apologises for this error and for any inconvenience caused.

Citation

Mahasuweerachai, P., Suttikun, C. and Bicksler, W.H. (2023), "From pride to plate: how feelings of pride and guilt lead Gen Z to plant-based consumption at restaurants", Young Consumers, Vol. 24 No. 6, pp. 831-848. https://doi.org/10.1108/YC-12-2022-1658

Publisher

:

Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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