The Role of Social Media in Influencing Generation Z’s Sustainable Food Consumption Intentions: An Application of the Theory of Planned Behavior

Objective: This study applies the Theory of Planned Behavior to explore how social media influences intentions of Generation Z for sustainable food consumption in South Korea, addressing the growing importance of sustainability. Methods: This study conducted a structured survey on Generation Z in South Korea, yielding 248 valid responses. To assess the mediating roles of subjective norms, attitudes, and perceived behavioral control in shaping sustainable food consumption intentions, this study used SPSS 24 and AMOS 24 for structural equation modeling (SEM). Results: According to the analysis results, social media usage impacts subjective norms, attitudes, and perceived behavioral control, which mediate sustainable food consumption intentions. Subjective norms emerged as the most influential factor, followed by perceived behavioral control, with attitudes playing a lesser role. These outcomes highlight the role of social media in driving sustainable consumption intentions. Implications: This study highlights the importance of social media strategies to engage Generation Z and promote sustainability. The findings provide practical guidance for policymakers, educators, and marketers to encourage sustainable food consumption intentions.