Sustainable food consumption: Exploring the consumer “attitude – behavioral intention” gap [Book Review]
David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Ezio Di Nucci
Jack Alan Reynolds
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Journal of Agricultural and Environmental Ethics 19 (2):169-194 (2006)
Although public interest in sustainability increases and consumer attitudes are mainly positive, behavioral patterns are not univocally consistent with attitudes. This study investigates the presumed gap between favorable attitude towards sustainable behavior and behavioral intention to purchase sustainable food products. The impact of involvement, perceived availability, certainty, perceived consumer effectiveness (PCE), values, and social norms on consumers’ attitudes and intentions towards sustainable food products is analyzed. The empirical research builds on a survey with a sample of 456 young consumers, using a questionnaire and an experimental design with manipulation of key constructs through showing advertisements for sustainable dairy. Involvement with sustainability, certainty, and PCE have a significant positive impact on attitude towards buying sustainable dairy products, which in turn correlates strongly with intention to buy. Low perceived availability of sustainable products explains why intentions to buy remain low, although attitudes might be positive. On the reverse side, experiencing social pressure from peers (social norm) explains intentions to buy, despite rather negative personal attitudes. This study shows that more sustainable and ethical food consumption can be stimulated through raising involvement, PCE, certainty, social norms, and perceived availability.
|Keywords||attitude behavior consumer food sustainable consumption|
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Citations of this work BETA
Filiep Vanhonacker, Wim Verbeke, Els van Poucke, Zuzanna Pieniak, Griet Nijs & Frank Tuyttens (2012). The Concept of Farm Animal Welfare: Citizen Perceptions and Stakeholder Opinion in Flanders, Belgium. [REVIEW] Journal of Agricultural and Environmental Ethics 25 (1):79-101.
Paolo Antonetti & Stan Maklan (2014). Feelings That Make a Difference: How Guilt and Pride Convince Consumers of the Effectiveness of Sustainable Consumption Choices. Journal of Business Ethics 124 (1):117-134.
Iain A. Davies, Zoe Lee & Ine Ahonkhai (2012). Do Consumers Care About Ethical-Luxury? Journal of Business Ethics 106 (1):37-51.
Filiep Vanhonacker, Els Van Poucke, Frank Tuyttens & Wim Verbeke (2010). Citizens' Views on Farm Animal Welfare and Related Information Provision: Exploratory Insights From Flanders, Belgium. [REVIEW] Journal of Agricultural and Environmental Ethics 23 (6):551-569.
Filiep Vanhonacker & Wim Verbeke (2014). Public and Consumer Policies for Higher Welfare Food Products: Challenges and Opportunities. [REVIEW] Journal of Agricultural and Environmental Ethics 27 (1):153-171.
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