The study examines the acceptance and sustainability of vegetarian, vegan, and flexitarian diets, focusing on the health and environmental benefits of reducing animal-derived proteins. Our objective was to investigate the level of acceptance of these dietary trends across different age groups and health statuses and understand how sustainability awareness and health consciousness impact dietary decisions. We used a mixed-method approach to achieve this, conducting eight in-depth interviews and a survey with 329 participants from various demographic backgrounds. Our qualitative analysis revealed that individual and family health consciousness, along with sustainability considerations, play a significant role in dietary choices, particularly among younger generations who are more open to sustainable eating. Quantitative results show that access to information and educational resources strongly influences dietary decisions, further supporting the spread of environmentally conscious eating habits. The practical significance of our research lies in highlighting the importance of educational campaigns and public health policies that can foster broader societal acceptance of sustainable diets. Educational institutions and community organizations can help facilitate the transfer of knowledge necessary for adopting such diets. Our findings emphasize the role of targeted communication strategies in increasing awareness of the benefits of plant-based diets. Furthermore, these insights underline the potential of policy interventions to make sustainable food choices more accessible and appealing to a wider population. Future research could focus on exploring economic incentives and examining long-term health and environmental outcomes associated with these diets.

This research addresses environmental, ethical, and health concerns related to high meat consumption, and aims to identify key predictors that encourage a shift towards sustainable diets among young adults. A cross-sectional survey involving 340 students from ten Malaysian universities was conducted using a structured questionnaire. The findings indicate that attitudes, subjective norms, perceived behavioral control, and personal norms significantly predict the intention to adopt plant-based diets. These results have practical implications, suggesting that policymakers, educators, and health professionals should create supportive environments and educational programs that emphasize the benefits of plant-based diets and equip students with the necessary knowledge and skills. Theoretically, the study reinforces the TPB framework’s applicability in understanding dietary behaviors and underscores the importance of personal and social factors in shaping dietary intentions. Ultimately, promoting plant-based diets among university students necessitates a comprehensive approach and strategy addressing attitudes, social norms, perceived control, and personal values. By leveraging these insights, stakeholders can foster sustainable and healthy eating practices among young adults, contributing to broader environmental and public health objectives for sustainable development.