Promoting sustainable food behavior among young people: evidence-based suggestions for intervention in higher education

Purpose This study aims to analyze the psychosocial antecedents of sustainable food behavior to contribute to the design of effective educational interventions for young people based on the theory of planned behavior (TPB), which includes extensions such as positive moral attitudes, past habits, environmental concerns and the perceived efficacy of behaviors. Design/methodology/approach A total of 552 Italian participants aged 18–28 years completed a self-report questionnaire. A hierarchical multiple regression model was used to identify which factors, among the classical antecedents of the TPB-based model (cognitive and emotional attitudes, subjective norms and perceived behavioral control) and its recent extensions, have a significant association with the intention to adopt sustainable food behaviors. Findings The results show that the extended version of the TPB explains a high percentage of the variance in the intention to adopt sustainable food behaviors; moreover, past behavior, concern for the environment and the perceived effectiveness of the behavior play a significant role in maintaining this intention. Originality/value The study offers suggestions for the development of effective educational interventions and considers extensions of the TPB from both a content and a methodological perspective. The study emphasizes the importance of raising awareness of the urgency of sustainable actions and the importance of individual contributions and proposes practical educational activities based on experience and participatory methods.