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Have You Switched to a Low-Carbon Diet? The Ultimate Value of Low-Carbon Consumerism

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  • Yu-Ling Lin

    (Department of Business Administration, National Chin-Yi University of Technology, Taichung 41170, Taiwan)

  • Hong-Wen Lin

    (Department of Business Administration, National Taiwan University of Science and Technology, Taipei 10607, Taiwan)

Abstract

Since the 1990s many governments around the world have been encouraging their people to participate in green or low carbon living. With the background of rising consumer awareness in environmental protection, green consumption, and green marketing are receiving growing attention from consumers and enterprises. Therefore, the purpose of this paper is to identify the goals and values of 60 Taiwanese consumers in a low-carbon diet. This study uses the theory of Mean-end chain as basis, applying the “Soft-laddering” of “Laddering” to understand the perceived value of low carbon food in depth interviews. The results revealed that the attributes of users care for green living in the, order of, Less meat more vegetables, Seasonal food, Local food, Food with minimal artificial processing, Energy-saving preparation and Carbon footprint. After classifying by content analysis, we draw the Hierarchical value map (HVM) to explore that consumer’s pursuit of the final value and benefits by adopting a low-carbon diet relate to healthy living.

Suggested Citation

  • Yu-Ling Lin & Hong-Wen Lin, 2014. "Have You Switched to a Low-Carbon Diet? The Ultimate Value of Low-Carbon Consumerism," Administrative Sciences, MDPI, vol. 4(2), pages 1-15, April.
    • Handle: RePEc:gam:jadmsc:v:4:y:2014:i:2:p:105-119:d:35242
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    References listed on IDEAS

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    2. Gil, Jose Maria & Gracia, Azucena & Sanchez Garcia, Mercedes, 2000. "Market Segmentation And Willingness To Pay For Organic Products In Spain," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 3(2), pages 1-20.
    3. Walker, Beth A. & Olson, Jerry C., 1991. "Means-end chains: Connecting products with self," Journal of Business Research, Elsevier, vol. 22(2), pages 111-118, March.
    4. Kassarjian, Harold H, 1977. "Content Analysis in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(1), pages 8-18, June.
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    1. Tamíris Pacheco da Costa & James Gillespie & Katarzyna Pelc & Abi Adefisan & Michael Adefisan & Ramakrishnan Ramanathan & Fionnuala Murphy, 2022. "Life Cycle Assessment Tool for Food Supply Chain Environmental Evaluation," Sustainability, MDPI, vol. 15(1), pages 1-24, December.
    2. Katundu Imasiku & Valerie Thomas & Etienne Ntagwirumugara, 2019. "Unraveling Green Information Technology Systems as a Global Greenhouse Gas Emission Game-Changer," Administrative Sciences, MDPI, vol. 9(2), pages 1-29, June.

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