Analyzing Gen Z’s perspectives on anticipated food crises and food behaviors: the significance of a sustainability-oriented mindset

Purpose This study examines how Gen Z's perceptions of potential future food crises shape their views on sustainability across various dimensions and how these perspectives, in turn, influence their food consumption behaviors. Design/methodology/approach Data were collected through a structured survey questionnaire administered via face-to-face. The surveys targeted Gen Z participants born in 2000 or later. In total, we gathered 399 responses. To analyze the data, we utilized partial least squares structural equation modeling (PLS-SEM) to investigate the proposed conceptual model. Findings The findings indicate that participants' perceptions regarding future food crises have a positive and significant impact on their attitudes toward economic, environmental and social sustainability. Furthermore, the study reveals that attitudes to economic and social sustainability significantly and positively affect their food-related behaviors post-pandemic. Gender was also analyzed as a moderating factor, showing that it plays a role in shaping the relationship between perceptions of future food crises and attitudes toward social sustainability. Research limitations/implications The implications of food crises and sustainable consumption among Gen Z were discussed. Originality/value One of the first studies in this field, this research focuses on the consumption attitudes of Gen Z across various sustainability dimensions, particularly among male and female groups, to investigate specific age, demographic characteristics and consumption behaviors related to regional food crises.