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Youth’s potential of adopting the Mediterranean diet lifestyle in response to climate change: Empirical study in Crete, Greece

Author

Listed:
  • Essakkat, Kaouter
  • Mattas, Konstandinos
  • Unay-Gailhard, Ilkay
  • Baourakis, George

Abstract

The Mediterranean diet is considered one of the healthier and most balanced dietary models currently in existence. Different studies suggest that it is environmentally friendly: it combines low greenhouse gas emissions, low demand of soil water and less deforestation. Climate change can be mitigated through what consumers decide to eat. This article addresses the issue of by studying the intention of young consumers to shift their diets towards the Mediterranean Diet to prevent climate change through face interviews, collected in Crete, Greece (N=287). Using the Theory of Planned Behavior, the objective is to identify whether attitudes, subjective norms and perceived behavioral control guide such a behavior. Our findings highlight that young consumers' perceived behavioral control have the highest influence on the intention, followed by their attitudes. As for the subjective norms, it has no significant impact on the intention

Suggested Citation

  • Essakkat, Kaouter & Mattas, Konstandinos & Unay-Gailhard, Ilkay & Baourakis, George, 2021. "Youth’s potential of adopting the Mediterranean diet lifestyle in response to climate change: Empirical study in Crete, Greece," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 20(5), pages 85-95.
    • Handle: RePEc:zbw:espost:251214
    DOI: 10.30682/nm2105f
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    References listed on IDEAS

    as
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    7. Paul, Justin & Modi, Ashwin & Patel, Jayesh, 2016. "Predicting green product consumption using theory of planned behavior and reasoned action," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 123-134.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    young consumers; Mediterranean diet; climate change; Theory of Planned Behavior; Greece;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy; Animal Welfare Policy

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