European Generation Z Attitudes Toward Cellular Agriculture and Future Orientation in Sustainability

As global challenges surrounding food production intensify, cellular agriculture offers a promising pathway toward more sustainable systems. This study investigates Generation Z’s attitudes toward cellular agriculture by examining how future orientation—particularly personal agency and green purchasing intention—relates to openness and behavioral intentions regarding novel food technologies. We sought Gen Z perspectives on the future of food by conducting workshops with high school students. They wrote essays on future awareness and action orientation, revealing initial attitudinal segments. These insights informed survey items on personal agency and readiness for change. Concurrently, the Technology Acceptance Model (TAM) guided constructs of Perceived Usefulness (PU), Behavioral Intention (BI), sensory rejection, and perceived risks toward cellular agriculture. A total of 900 participants aged 16–25 from Belgium, Poland, and Finland were surveyed, and constructs were validated via PLS-SEM to identify key acceptance and engagement factors. Results show cross- country variations. In Belgium, a strong sense of food identity tends to reduce PU due to identity-based skepticism. Despite this, younger Belgians (16–19 years) display optimism and robust BI, supported by green purchasing intentions. In Poland, green purchasing intentions significantly predict BI, though lower trust in technology might hinder adoption. In Finland, higher sensory rejection significantly lowers PU. However, belief in personal influence through sustainable choices fosters green purchasing intention and PU. Four segments emerged from the analysis. The “Behaviorally Proactive” group (35.5%)—mixed-gender, mostly Belgian, aged 16–23—combines high optimism with elevated PU, BI, and minimal sensory rejection, trusting both individual agency and institutions. The “Moderately Proactive” segment (10.7%)—primarily Polish females aged 16–23— demonstrates cautious optimism, moderate PU, and a collective action preference. The “Neutral but Skeptical” cluster (42.6%)—largely Finnish and Polish males—reports low individual efficacy, moderate sensory rejection, and limited trust in institutions. The “Strongly Resistant” group (11.2%)—mostly Finnish females aged 20–25— shows pronounced sensory rejection, low perceived efficacy, and reluctance to change. Recognizing Gen Z’s diversity is crucial: broad generalizations risk overlooking those needing more support. These findings underscore the need for tailored strategies to address sensory concerns, skepticism, and identity-based resistance. The most proactive participants, who trusted their own or collective agency can be further supported with robust, science-based information, while passive or resistant groups may respond better to clear personal benefits (e.g., health gains). By aligning communication with each segment’s values and future orientation, stakeholders can facilitate a smoother transition toward sustainable food systems.