[Research Contribution] Towards environmentally sustainable diets: Factors affecting the purchase of plant-based food substitutes of gen Z in Ho Chi Minh City

In recent years, plant-based food has increasingly been mentioned as a choice that is "good for health and good for the environment." From veggie burgers, nut milk to plant-based meat, many major brands around the world have started changing their menus to meet the trend of sustainable eating. But amidst the countless calls for a green lifestyle, one question remains: what truly makes young people willing to change their eating habits?