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Going from attitude to action: Analyzing how the orientations of sustainable food businesses influence their business strategies

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  • Katherine Jusuf
  • Krittinee Nuttavuthisit

Abstract

Following an increasing interest in sustainable food systems, businesses have begun to look for ways to incorporate sustainability practices into their business models and strategies. However, the ability to follow through with their ambitions is obstructed by the attitude–behavior gap, a phenomenon that refers to the discrepancy between a decision‐maker's attitudes and beliefs and their resulting actions. This research studies the attitudes (including motives and intentions) of food‐related businesses in Thailand and their subsequent business decisions by conducting semi‐structured interviews with companies of varying sizes and types. The aim is to analyze possible gaps between attitudes and behaviors along the value chain management and explore relevant business practices. This study categorizes firms into profit, performance, and partnership orientations towards sustainability and concludes that different orientations result in differing degrees of attitude–behavior gap and divergent business strategies. Furthermore, business strategies in various markets are proposed to transition between sustainability orientations.

Suggested Citation

  • Katherine Jusuf & Krittinee Nuttavuthisit, 2023. "Going from attitude to action: Analyzing how the orientations of sustainable food businesses influence their business strategies," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4371-4381, November.
    • Handle: RePEc:bla:bstrat:v:32:y:2023:i:7:p:4371-4381
    DOI: 10.1002/bse.3370
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    References listed on IDEAS

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    3. Krittinee Nuttavuthisit & John Thøgersen, 2017. "The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food," Journal of Business Ethics, Springer, vol. 140(2), pages 323-337, January.
    4. Steve Evans & Doroteya Vladimirova & Maria Holgado & Kirsten Van Fossen & Miying Yang & Elisabete A. Silva & Claire Y. Barlow, 2017. "Business Model Innovation for Sustainability: Towards a Unified Perspective for Creation of Sustainable Business Models," Business Strategy and the Environment, Wiley Blackwell, vol. 26(5), pages 597-608, July.
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