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Motivations for Sustainable Consumption: The Case of Vegetables

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  • Gustavsen, Geir Wæhler

Abstract

According to the World Health Organization a diet high in vegetables may reduce the risk of coronary heart diseases, stroke, and certain types of cancer. In addition, vegetables have lower carbon footprints than most other foods. The main objective in this paper is to find drivers behind vegetable consumption, with emphasis on health and environmental motivation. We used the theory of planned behavior together with direct acyclic graphs as a theoretical basis. The empirical analysis applied the graded response model and bounded beta regression with survey data from 2019. The main results show that health attitude is a stronger motivator for vegetable consumption than environmental attitudes.

Suggested Citation

  • Gustavsen, Geir Wæhler, 2020. "Motivations for Sustainable Consumption: The Case of Vegetables," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 11(04), December.
    • Handle: RePEc:ags:ijofsd:346019
    DOI: 10.22004/ag.econ.346019
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    References listed on IDEAS

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    1. Gustavsen, Geir Wæhle & Hegnes, Atle Wehn, 2020. "Consumer Personality and Local Food Specialties: The Case of Norway," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 11(01), January.
    2. Rizopoulos, Dimitris, 2006. "ltm: An R Package for Latent Variable Modeling and Item Response Analysis," Journal of Statistical Software, Foundation for Open Access Statistics, vol. 17(i05).
    3. Silvia Ferrari & Francisco Cribari-Neto, 2004. "Beta Regression for Modelling Rates and Proportions," Journal of Applied Statistics, Taylor & Francis Journals, vol. 31(7), pages 799-815.
    4. Silvia Mendolia & Ian Walker, 2014. "The Effect Of Noncognitive Traits On Health Behaviours In Adolescence," Health Economics, John Wiley & Sons, Ltd., vol. 23(9), pages 1146-1158, September.
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