Camille Juliana Mendez | Joaquin Isaiah Gallenero Bayani | Aliah Jae Cajucom Rementilla | Kristiana Yvone Caballero Sampang | Jinky Batiduan |
April 21, 2026
Hospitality Management
This phenomenological study examines Generation Z university students’ perceptions, acceptance factors, and underlying motivations regarding plant-based menu options in selected casual dining restaurants in Manila. Semi-structured interviews with 25 participants were analyzed using Interpretative Phenomenological Analysis and thematic analysis, revealing four key themes: digital media-driven awareness, sensory experience as the decisive factor, health and ethical considerations, and the alignment of dining choices with personal and global values. Findings demonstrate that sensory attributes, particularly taste and texture, are critical non-negotiable determinants of acceptance. Additionally, health benefits, ethical concerns such as animal welfare and sustainability, and economic factors, including price-value judgment and brand transparency, further shape preference and decision-making. The study identifies gaps in market awareness and emphasizes the importance of integrated marketing strategies combining digital and in-store promotion. Implications for hospitality management include prioritizing product quality, transparent communication about health and sustainability, and aligning the brand with consumer values to engage this demographic effectively. Recommendations for future research include expanding demographic diversity, longitudinal tracking of attitude changes, and cross-cultural studies to deepen understanding of plant-based food acceptance in evolving consumer markets.