Determinants of sustainable local food preferences of Generation Z tourists

The study provides a perspective on sustainability through the lens of Generation Z, which is one of the most crucial issues in terms of the efficient use of limited resources. Specifically, our study focuses on identifying the underlying factors behind Generation Z's sustainable local food preferences. Data were collected from Türkiye between November and December 2023 using web-based surveys with a convenience sampling method. The "Partial Least Squares Structural Equation Modeling" approach was employed for data analysis. Research findings revealed that Generation Z tourists exhibit strong intentions regarding environmental concerns (EC), the social and environmental sustainability of local food (LFSES), green consumption value (GCV), and local food attitude (LFA). Additionally, Generation Z's preferences for local food were significantly and positively predicted by LFSES, GCV, and LFA. The results are believed to contribute to the existing theoretical knowledge on Generation Z's sustainable food consumption.