Sustainable Foods: Opinions, Knowledge and Attitudes of Generation Z Consumers Toward Plant-Based Foods: A Case Study of Polish Students

In the face of escalating environmental crises, sustainable development is becoming one of the key global challenges. A growing body of research indicates that transitioning to plant-based diets, including a vegan diet, can significantly improve environmental sustainability. Young people from Generation Z play a crucial role in shaping future consumption patterns, and their beliefs and attitudes toward sustainable food may serve as an important indicator of social changes in the area of nutrition and the potential for implementing pro-ecological practices. The aim of the study is to assess students’ perceptual attitudes toward plant-based products, which constitute an integral part of vegan diets, addressing a significant gap in the literature on sustainable consumption among Generation Z in emerging economies. The study allows for the identification of the main sources of information, psychosocial barriers, and motivational factors underlying the adoption of a vegan diet, situating them within sustainable development paradigms. The research group consisted of 263 university students in Warsaw (Poland). A CAWI survey method was used, with a proprietary questionnaire. The study shows that more than 60% of respondents were not interested in this dietary option, and a similar proportion did not expect to adopt veganism in the future. Students’ attitudes toward the vegan diet are shaped primarily by their self-assessment of nutritional knowledge, previous experiences with plant-based diets, and socio-cultural factors. Although many respondents recognize the health and environmental benefits of a plant-based diet, the lack of reliable knowledge, concerns about deficiencies, higher product costs, and social pressure remain key barriers limiting their willingness to change eating habits. From a practical perspective, the findings highlight the need to develop nutrition education focused on the competencies required to properly balance plant-based diets, to increase the economic and sensory accessibility of vegan food, and to counteract persistent stereotypes and misconceptions about veganism, especially on social media, which is the main source of information for this age group.