Generation Z and novel plant-based food alternatives

Abstract

Creating novel options and using new technologies can enhance the quality, safety, productivity, sustainability and nutritional value of food while securing a better supply. Developed to form part of the sustainability transition, the future of the novel plant-sourced food alternatives is influenced by consumer acceptance or rejection. Representing 30% of the world’s population, understanding Generation Z’s (Gen Z’s) consumer viewpoints is important in this respect.

The chapter explores the attitudes of Australia’s Gen Z towards the new protein options using a transition theory framework. It shows that Australian Gen Z consumers have limited knowledge of the new plant-based alternatives. Building trust and transparency is likely to allow these consumers to accept more variety in their diets. While alternative proteins are under Gen Z’s scrutiny, social marketing messages can influence these young consumers.