Objective:

Describe the main social factors that define sustainable consumption practices through the analysis of food consumption behavior in university students.

Methodology:

The research design was qualitative, descriptive scope and non-experimental transactional design, the information was obtained from group interviews conducted with students from three Higher Education Institutions (IES) in the city of Hermosillo Sonora, chosen for participating in the promotion of ecological actions. Session transcripts were categorized according to theoretical review.

Results:

The sustainable consumption practices that students usually practice are related to taking care of household resources (family income). Among the social factors with the greatest influence on such collective agency is the family in the first place, followed by university colleagues and then IES through various programs.

Limitations:

The study was carried out during the pandemic period and what is presented here are partial results of an ongoing investigation.

Conclusions:

The research contributes empirical knowledge to theoretical-analytical models proposed to study consumption, in this case, food consumption practices in university students. It was observed that sustainable consumption practices are incipient even when all the centers have deployed some actions to promote them; the main barrier or limitation faced by sustainable consumption practices are the values that are rooted in the Sonoran food culture that, for example, encourages the consumption of red meat.

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