Abstract

As the impact of meat overconsumption on the environment is becoming increasingly alarming, the adoption of Plant-Based Food is considered a possible solution to that issue. Past research has investigated what drives consumers to embrace (or not) such food types. However, these studies did not focus on Generation Z, which is characterised by deep environmental concerns. This work has the purpose of filling this gap through an exploratory study. From semi-structured interviews conducted on an Italian sample and involving both omnivores and adopters of Plant-Based Diets, we extracted the aspects that facilitate and hinder Italian Gen Zers from embracing Plant-Based Food consumption behaviours. This work offers policymakers and practitioners insights aimed at promoting Plant-Based Food among Gen Zers consumers, as well as theoretical contributions to food literature and Generation Z consumption literature.