Is Sustainable Food Consumption A Plausible Choice? A Study of Urban Gen Z Consumers in Pakistan

Abstract

This study examines whether sustainable food consumption is a feasible and consistent behavior among urban Generation Z consumers in Pakistan. Drawing on the Theory of Planned Behavior (TPB), it investigates how awareness, trust, and social media influence shape young consumers’ intentions and purchasing patterns toward sustainable grocery products. A quantitative approach was employed using a structured questionnaire administered to 100 Gen Z respondents aged 18–27 in Karachi. Data were analyzed using SPSS v26, with satisfactory reliability (Cronbach’s α = 0.88). Correlation and regression analyses were performed to assess the strength of relationships among key variables. Results reveal that awareness (β = 0.6785, p < 0.001) and trust (β = 0.5921, p < 0.01) significantly influence purchase intention, while social media engagement (β = 0.5154, p < 0.05) also plays an important role. Price sensitivity showed an insignificant relationship (β = 0.1397, p = 0.224). The study also identified a meaningful intention–behavior gap (mean difference = 0.67, p < 0.001), largely attributed to high prices and limited product access. These results suggest that improving transparency, affordability, and digital engagement can encourage Gen Z to act upon their sustainability intentions. The study extends TPB by integrating social and contextual elements relevant to developing countries and aligns with Sustainable Development Goal 12 on responsible consumption and production.

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