Sustainable and Healthy Eating and Sport Engagement as Drivers of Advocacy: A Structural Equation Model (SEM) Study

Sustainability and healthy eating have emerged as key areas of interest and concern among younger generations in recent decades. Another prominent feature of this cohort is their increasing engagement with sport, both as practicing sport and as sport fans. Participation in sporting activities and enthusiasm for sports frequently align with the principles of sustainable and healthy living. Despite extensive theoretical interest and a growing body of research on young consumers’ concern for environmental sustainability and personal balanced nutrition, the interrelations among these domains remain underexplored. The connection with sport engagement has received even less scholarly attention. This study investigates how sustainable and healthy eating behaviors (SHEB), together with sport engagement, influence advocacy for sustainable and healthy food practices among young Italian consumers. Drawing on Social Practice Theory, Behavioral Spillover Theory and Diffusion of Innovation Theory, we develop and test a structural equation model (SEM) using data from 220 respondents. We tested the sustainable and healthy eating (SHE) scale and found that, among Italian Gen Z consumers, only three practices—meat reduction, concern for animal welfare, and seasonal food consumption—significantly represent the higher-order construct. Although the original scale includes eight dimensions, our results indicate that, in this cohort, SHE behaviors are effectively captured by this more focused set of practices. Moreover, both higher-order constructs examined in the model (SHEB and SPORT) significantly contribute to explaining advocacy for sustainable and healthy eating. Moreover, there are no significant differences among male and females. These findings contribute to consumer research on the interplay between sustainable and healthy lifestyle behaviors by identifying sport engagement as a novel and meaningful driver of consumer advocacy toward sustainable and healthy eating.