Generation Z and Their Commitment to Conscious and Sustainable Consumption

Gastronomic tourism is defined as a way to discover and experience a destination through its food. This includes, in addition to visiting local restaurants and markets, participating in activities such as food festivals and making regional cuisine recipes.

This trend has been gaining popularity in recent years and travelers are increasingly willing to spend a significant portion of their budget on unique gastronomic experiences.

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Read more: Restaurants, festivals and food markets, drivers of food and environmental sustainability

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In this context, Generation Z, those born between 1995 and 2010, can be a crucial player in tourism management and promotion due to their conscious approach to their food choices. Hence the question arises: how does this generation perceive sustainable consumption in gastronomic tourism?

In this article we analyze how the eating habits and social activism of Generation Z influence their decisions when traveling.

Conscious and sustainable food

In a world where environmental awareness is increasingly important, Generation Z behaves differently than previous generations. Their eating habits reflect a shift towards more ethical, inclusive and healthy choices.

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Many people of this generation recognize that eating sustainably requires knowledge that is sometimes not available to them, as well as a larger budget to access more ethical and responsible choices.

According to previous studies, people of this generation expect the food system to enable them to participate in promoting sustainable practices. This translates into an inclination towards food activism - vegetarianism or flexitarianism (a semi-vegetarian diet) - where their choices are influenced by the impact their own preferences have on the planet.

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Read more: No diet is perfect, but we can make it more sustainable and healthier.

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Responsible and sustainable tourism

When traveling, Generation Z seeks experiences that allow them to learn about the culture and traditions of the place. Hence their interest in sampling the food and connecting with local communities. However, the cost and availability of sustainable options can complicate this search.

In addition, they often struggle to find the balance point between the enjoyment of the travel experience and their commitment to sustainability. If they are more motivated to do so at home, when they go sightseeing there are factors that can cause these intentions not to be equally fulfilled.

In many cases, the price of local and sustainable food and experiences forces them to choose between authenticity and cost, leading them to choose less responsible alternatives.

Another relevant aspect in the food and tourism choices of Generation Z is the influence of social networks. This generation is the first generation of digitally native consumers, which means that social platforms play a crucial role in their consumption and travel decisions. For example, Generation Z tends to trust restaurant promotions and dining experiences from influencers, which can lead them to make decisions that are driven by the authenticity of the experience but are not always based on sustainability.

More conscious and sustainable food tourism.

Although there is growing awareness of the importance of responsible and sustainable choices, lack of information, lack of resources and the influence of social media make it difficult to implement these intentions. This trend is more pronounced when people travel (a temporary attitude) than in their daily lives (a permanent attitude).

Generation Z has the potential to revolutionize gastronomic tourism by prioritizing sustainability, both personally and socially. The creation of sustainable and accessible products and experiences is a key issue in attracting this profile of consumers who, through their decisions, can play a fundamental role in promoting practices that benefit, from an environmental, economic and social point of view, the communities they visit.

- sustainability

- generation Z

- tourism

- gastronomy

- healthy eating

- sustainable tourism