SAINT LOUIS UNIVERSITY

SCHOOL OF ACCOUNTANCY, MANAGEMENT,

AND INFORMATION SYSTEM
DEPARTMENT OF ACCOUNTANCY
AY 2022 - 2023

SUSTAINABLE ENTREPRENEURSHIP:
BODY AND HEALTH CONSCIOUSNESS OF GENERATION Z

(CONCEPT PAPER)

DAMAYON, SAMANTHA FAYE

EUGENIO, NINO ALBERT
FLORES, SHEKINAH MARI
MAWIRAT, LARA JULIENNE
ROSARIO, SUNSHINE FAITH

APRIL 2023
Introduction

Health wellness and body consciousness are closely related concepts. Health wellness

refers to the overall state of good physical and mental health. On the other hand, body

consciousness is the awareness of one's body and its sensations, movements, and processes.

By being body conscious, individuals can better understand their physical needs and

make healthier choices, contributing to overall health and wellness. Being body conscious can

help individuals to manage stress and anxiety as they become more aware of physical sensations

that arise in response to these emotions. It is essential in promoting health and wellness by

fostering a deeper connection between the mind and body and helping individuals make

informed choices supporting their physical and mental well-being.

According to a National Institutes of Health (NIH) study, Gen Zs are more health-

conscious than previous generations. They are more likely to engage in physical activity, eat

healthier diets, and prioritize mental health. This generation has grown up in an era where

information on healthy living is readily available, and they are more likely to prioritize their

physical and mental well-being. A report by Kantar found that Gen Zs are more likely to

prioritize self-care and wellness than previous generations, with 43% saying they consider

themselves "health-conscious" and 53% saying they prioritize mental health. They see health and

wellness as a priority and are willing to take steps to maintain their physical and mental well-

being.

In connection with the assertive tendencies of Gen Z is how the pandemic affected their

body perception and overall health consciousness. The COVID-19 pandemic has had a

significant impact on the body perception of teens. Due to prolonged periods of social distancing,
school closures, and remote learning, many teens have experienced increased screen time and

decreased physical activity. This sedentary lifestyle, coupled with the stress and anxiety of the

pandemic, has led to changes in the body perception of many teens. Studies have shown that

teens have reported increased body dissatisfaction, negative self-image, and changes in their

eating behaviors during the pandemic.

The question underlying the concepts mentioned above is: How did the post-pandemic

and the new normal affect teens’ perception on health consciousness and body wellness?

Being body conscious can be healthy for Generation Z individuals when practiced in a

balanced and positive way. However, body consciousness can become unhealthy when driven by

a negative self-image or an obsession with appearance. It can lead to disordered eating habits,

body dysmorphia, and other mental health issues. In extreme cases, body consciousness can lead

to the development of eating disorders.

Cultivating a positive and balanced approach to body consciousness is essential, which

includes prioritizing physical health, mental health, and self-care. It means focusing on habits

that promote overall well-being, such as engaging in physical activity, eating a balanced diet, and

practicing stress management techniques. It also means cultivating a positive body image and

avoiding comparisons to unrealistic or unhealthy beauty standards. Being body conscious can be

healthy for Generation Z individuals when practiced in a positive and balanced way that

prioritizes overall health and well-being. Avoiding unhealthy comparisons and focusing on

habits that promote physical and mental health is essential.

Review of Related Literature

In exploration, the researchers intend to find new techniques, ideas, and knowledge that

are connected to the study. These were used as a guide and support to the study at hand. This

chapter includes the finished thesis, generalizations, dissertations, and other relevant literature

and studies collected. The related literature covers the consumption of junk foods, the interest of

teens in health and fitness, attitudes toward healthy eating, the promotion of healthy eating

habits, and teens' health consciousness.

Over the years, research on consuming junk foods among the youth has been conducted.

The consumption of junk food among the youth has increased over the years, causing obesity and

health problems. The advertisement of these products primarily targets teenagers (gen z), who

are more likely to consume these products. The participants with high health consciousness and

those with low health consciousness have no difference in terms of their attitude toward the ads

and their intent on buying the product. However, there is a difference in their skepticism.

(Ustaahmetoğlu, E., et al.,2022).

Moreover, teens nowadays are more conscious about their health and fitness. This part of

the research was made to identify the heightened interest of teens in health and fitness. Most

likely, it is linked with being skinny rather than overall holistic health. Several trends were

disclosed in the study:

1. The quest for social recognition and value

2. Social media sets the standards

3. The paradox of solid and skinny as the new standard

4. The need for new safety nets

 It shows how young people feel that modern culture excessively strongly emphasizes

physical fitness. They realized this to be harmful and defined a fitness craze as extravagant and

unhealthy notions of the body and exercise. As a powerful platform for "the pursuit of social

recognition and value," social media was considered a factor in the excitement around this topic.

Even though not every young person felt the fitness craze harmed their lives, many of them did.

(Winklund E. et al., 2019)

However, obesity among teens is still visible today. This part of the research was made to

give and provide healthy eating habits connected to the teens' self-consciousness towards health

and fitness. The prevalence of childhood obesity in Western countries necessitates the

implementation of initiatives to promote healthy lifestyles. Although obesity is not preventable

under certain conditions, focusing on factors influencing teenagers' preferences can improve the

efficacy of public health interventions. According to Corroza I. et al. (2023), teenagers'

preferences for healthy foods seem positively related to their level of food literacy. The tendency

of respondents to read labels and nutritional facts is positively associated with preferences for

healthier foods. Peers' influence is not significant, while family influence positively impacts

teenagers' healthy choices. Internet usage is associated with unhealthy choices with a healthy

aspect.

In line with the teens' self-consciousness is their attitude toward healthy eating.

According to Szabo K. et al. (2019), Self-control played a decisive role, both directly and

indirectly, in healthy eating attitudes, while self-risk-perception had a less critical mediating role.

Eating motives were directly related to eating attitudes but differently: health motives were

positively associated with healthy eating attitudes, while social and external motives had a
negative relationship. It concludes that self-control is essential in one's self towards healthy

eating habits, while the self-risk-perception role states otherwise.

From previous research, we have seen that teens have different takes on their self-

consciousness. This study by Szucs I. et al. (2021) examined the perceived and actual

consciousness concerning food consumption, specifically environmental and health

consciousness. With that being said, the study concludes that there is a significant relationship

between perceived and objective consciousness. Hence, it was proven that teens are more

concerned about their health consciousness than environmental consciousness. Lastly, price

influence on food purchases is less pronounced for those who claim to be self-conscious food

consumers than those who are neither healthy nor environmentally conscious.

In conclusion, Generation Z proved they were aware of their body and health

consciousness, as they want to thrive. These mentioned factors show that it affects their self-

consciousness at some point. The mere fact that these factors may affect their self-consciousness

pushed the researchers to explore Generation Z's body and health consciousness, particularly

how they perceived themselves and their eating habits. Moreover, the researchers were deemed

to figure out those, as the researchers believed that how teens see themselves may suggest

numerous things regarding their health consciousness.

Aside from factors, the researchers also wanted to conduct teens' practices and strategies

in their healthy eating habits as this serves as a managing factor towards their-self consciousness.

Thus, this area was taken into account to know that teens are striving their best to improve their

bodies and health consciousness in today's world.

Application

To ensure the survival and sustainability of the organization, the researchers propose a

Health-centered approach that caters to the new social norm and the environment.

We suggest rebranding the company to create a new service that could help relieve post

covid ailments, mainly body image. Isolation restrictions gave rise to weight and skin problems.

Thus, this service will counsel teenagers and young adults struggling with their health and well-

being perception. Our target audience is the Generation Z population, wherein we enroll them in

a holistic health program using both virtual and environment-based means.

This body-positive wellness program could include the following:

● Virtual fitness classes: Virtual fitness sessions emphasizing strength and wellness

above weight loss can help people create a good relationship with their bodies.

Classes could cover exercises that enhance physical and mental well-being, such as

yoga, Pilates, dance, and other forms of exercise.

● Nutrition counseling: A good body image can be encouraged by offering nutrition

counseling emphasizing balanced eating and encouraging people to nurture their

bodies rather than restrict food consumption.

● Mental health support: Incorporating mental health support into the program, such

as individual or group therapy sessions, can help individuals address any underlying

mental health concerns contributing to negative body image.

 ● Peer support: A supportive environment for discussions about good body image

can be created by allowing participants to connect with others going through similar

struggles, making people feel less alone.

● Education on body diversity and acceptance: Including education on body

diversity and acceptance can help individuals understand the importance of

accepting their bodies and celebrating body diversity.

● Environmental Exposure: Giving breathing room for them to enjoy nature

through (1) gardening; (2) nature walks; (3) outdoor activities (e.g., hiking, park

walks, jogging); (4) and nature painting/drawing. It can also be correlated with

previous tasks, such as sourcing raw materials for diets in the garden to be made.

We aim to encourage a positive body image and strong health consciousness through

psychological and nutrition counseling, exercise, diet, peer support, environmental exposure, and

turning those into habits. We aim for a positive relationship between our customers and their

bodies. Therefore, the program addresses the diverse nature of body image concerns.
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youth according to their preferences: Indications from a discrete choice experiment in

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