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Redefining food behavior in the digital age: Insights from Gen Z eating patterns

DOI
https://doi.org/10.3280/ecag2026oa21502
Submitted
novembre 28, 2025
Published
2026-06-04

Abstract

Generation Z (Gen Z), aged 10-27, represents a pivotal cohort in shaping emerging dietary patterns, balancing convenience oriented lifestyles with cultural and familial food traditions.
This study examines the determinants of Gen Z’s food choices in Albania by integrating Self-Determination Theory (SDT) and the Theory of Planned Behavior (TPB) to explain how convenience, perceptions of traditional recipes, impulsive eating, and digital and peer influences shape eating behavior.
Using data from 302 face-to-face questionnaires analyzed through Structural Equation Modeling (SEM), the findings show that convenience and social media significantly and positively influence food choices. In contrast, a strong attachment to traditional food negatively predicts the selection of modern and convenience based options, suggesting a value-based tension between cultural identity and contemporary consumption patterns. Impulsive eating was not a significant predictor, indicating that Gen Z’s food choices may be more structured and socially influenced than purely spontaneous.
The study contributes theoretically by extending SDT and TPB to a transitional food culture context and empirically by providing evidence from an underexplored Southeast European setting. The findings emphasize that food producers and policymakers should balance convenience with cultural authenticity when targeting Gen Z.

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