Towards Environmentally Sustainable Diets: Factors Affecting The Purchase Of Plant Based Food Substitutes Of Gen Z In Ho Chi Minh City

Abstract

Purpose – The purpose of the study is to examine the factors affecting the intentions of Gen Z in Ho Chi Minh City to consume Plant-based food. Design/methodology/approach – The study was based on the fundamental theories of previous studies on similar topics as the core research framework. Research data was collected from 350 young people in Ho Chi Minh City and put to the test by the authors using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to find and examine the intricate connections between latent variables in a multivariate model. Findings – Our results indicate the 4 factors were the most important in determining purchase intention to consume Plant-based food were “Attitude” (AT), Subjective Norms (SN), Perceived Behavioral Control (PBC) and Environmental Concern (EC). Practical implications – The study implies through providing insight for young people on the benefits of consuming plant-based food and widely promoting the growth of communities for their better health and environmentally sustainable diets as part of the 2030 Agenda for Sustainable Development initiated by the United Nations in 2015, the 3rd goal is dedicated to “Good health and well-being” and the 12th goal is dedicated to “Ensuring sustainable consumption and production patterns”. Originality/value – The research not only portrays a great contribution in predicting changes in consumer purchase intention for the market but also helps to develop Plant-based food business in practice.