Determining the seafood consumption preferences and food safety awareness of generation Z

Generation Z is in the young age group today. Considering the technological and sociological developments, the changing era affects their consumption habits, decision-making patterns and value judgments. This study was conducted with 197 individuals between the ages of 18-27, representing Generation Z. The online survey included 33 questions and aimed to determine the demographic characteristics of the participants, their consumption preferences for seafood products and their level of food safety awareness. It was designed as quantitative research, and a descriptive method was used. It was determined that Generation Z mostly consumed seafood once a month (26%), preferred small oily fish such as anchovies (46%) and did not use dietary supplements (81%). Regarding social media activity, 81% did not follow content creators related to seafood and only 36% tried to imitate what they saw on social media. It was determined that they usually consume seafood at home (63%) and do not prefer processed seafood products other than classical cooking (32%). They were conscious and well-informed about food safety (34%). Their awareness of ensuring sustainability was also high. Understanding the seafood consumption preferences and food safety awareness of Generation Z will shed light on future studies.