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Sustainable Food Consumption: Exploring The Consumer Attitude – Behaviour Gap

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Author Info

  • I. VERMEIR
  • W. VERBEKE

Abstract

Although public interest in sustainability increases and consumer attitudes are mainly positive, behavioural patterns are not univocally consistent with attitudes. The presumed gap between favourable attitude towards sustainable behaviour and behavioural intention to purchase sustainable food products is investigated in this study. 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 analysed. The empirical research builds on a survey with a sample of 456 young consumers, using 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, 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.

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File URL: http://www.FEB.UGent.be/nl/Ondz/wp/Papers/wp_04_268.pdf
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Bibliographic Info

Paper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 04/268.

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Length: 28 pages
Date of creation: Oct 2004
Date of revision:
Handle: RePEc:rug:rugwps:04/268

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Keywords: attitude; behaviour; consumer; food; sustainable consumption;

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References

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  1. Gary D. Thompson & Julia Kidwell, 1998. "Explaining the Choice of Organic Produce: Cosmetic Defects, Prices, and Consumer Preferences," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 80(2), pages 277-287.
  2. P. De Pelsmacker & L. Driesen & G. Rayp, 2003. "Are fair trade labels good business ? Ethics and coffee buying intentions," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/165, Ghent University, Faculty of Economics and Business Administration.
  3. Grunert, Suzanne C. & Juhl, Hans Jorn, 1995. "Values, environmental attitudes, and buying of organic foods," Journal of Economic Psychology, Elsevier, vol. 16(1), pages 39-62, March.
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  5. Maignan, Isabelle & Ferrell, O. C., 2001. "Antecedents and benefits of corporate citizenship: an investigation of French businesses," Journal of Business Research, Elsevier, vol. 51(1), pages 37-51, January.
  6. Diamantopoulos, Adamantios & Schlegelmilch, Bodo B. & Sinkovics, Rudolf R. & Bohlen, Greg M., 2003. "Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation," Journal of Business Research, Elsevier, vol. 56(6), pages 465-480, June.
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Citations

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Cited by:
  1. Iain Davies & Zoe Lee & Ine Ahonkhai, 2012. "Do Consumers Care About Ethical-Luxury?," Journal of Business Ethics, Springer, vol. 106(1), pages 37-51, March.
  2. Daunfeldt, Sven-Olov & Rudholm, Niklas, 2010. "Does Shelf-Labeling of Organic Foods Increase Sales? Results from a Natural Experiment," Ratio Working Papers 152, The Ratio Institute.
  3. Alain d’Astous & Amélie Legendre, 2009. "Understanding Consumers’ Ethical Justifications: A Scale for Appraising Consumers’ Reasons for Not Behaving Ethically," Journal of Business Ethics, Springer, vol. 87(2), pages 255-268, June.
  4. Erica Herpen & Erjen Nierop & Laurens Sloot, 2012. "The relationship between in-store marketing and observed sales for organic versus fair trade products," Marketing Letters, Springer, vol. 23(1), pages 293-308, March.
  5. Irina Cojuharenco & Gert Cornelissen & Natalia Karelaia, 2011. "One person in the battlefield is not a warrior: Self-construal, perceived ability to make a difference, and socially responsible behavior," Economics Working Papers 1292, Department of Economics and Business, Universitat Pompeu Fabra.
  6. Kumar, Bipul, . "Theory of Planned Behaviour Approach to Understand the Purchasing Behaviour for Environmentally Sustainable Products," IIMA Working Papers WP2012-12-08, Indian Institute of Management Ahmedabad, Research and Publication Department.
  7. Carsten Gandenberger & Heiko Garrelts & Diana Wehlau, 2011. "Assessing the Effects of Certification Networks on Sustainable Production and Consumption: The Cases of FLO and FSC," Journal of Consumer Policy, Springer, vol. 34(1), pages 107-126, March.
  8. Schifani, Giorgio & Inglese, Paolo & Noto, Francesca & Migliore, Giuseppina, 2011. "The Establishment of an Organic Farmers’ Market as a Training Case Study and Research for Graduate Students of Organic Agriculture at the University of Palermo," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 2(3).
  9. Kuhar, Ales & Juvancic, Luka, 2010. "Determinants of purchasing behaviour for organic and integrated fruits and vegetables in Slovenia," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 11(2), June.
  10. Carbone, Anna & Gaito, Marco & Senni, Saverio, 2007. "Consumers’ Buying Groups in the Short Food Chains: Alternatives for Trust," 2007 1st Forum, February 15-17, 2007, Innsbruck, Austria 6594, International European Forum on Innovation and System Dynamics in Food Networks.
  11. Hans Ruediger Kaufmann & Mohammad Fateh Ali Khan Panni & Yianna Orphanidou, 2012. "Factors Affecting Consumers’ Green Purchasing Behavior: An Integrated Conceptual Framework," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(31), pages 50-69, February.
  12. Nambiar, Padmanand Madhavan & Florkowski, Wojciech J. & Suh, Dong-Kyun, 2012. "Attitudes of Urban Female Consumers Toward Food Production Practices in the Republic of Korea," 2012 Annual Meeting, August 12-14, 2012, Seattle, Washington 124811, Agricultural and Applied Economics Association.
  13. Sirieix, L. & Santiago de Abreu, L. & Aico Watanabe, M. & Kledal, P.R., 2007. "Comparing Organic Urban Consumers in Developing and Developed Countries: First Results in Brazil and France," Working Papers MOISA 200704, UMR MOISA : Marchés, Organisations, Institutions et Stratégies d'Acteurs : CIHEAM-IAMM, CIRAD, INRA, Montpellier SupAgro, IRD - Montpellier, France.

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