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What Stirs Consumers to Purchase Carbon-Friendly Food? Investigating the Motivational and Emotional Aspects in Three Studies

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  • Elfriede Penz

    (Institute for International Marketing Management, Vienna University of Economics and Business, 1020 Vienna, Austria)

  • Eva Hofmann

    (Institute of Psychology, University of Graz, 8010 Graz, Austria)

Abstract

As part of diminishing climate change, food consumption needs to be addressed to reduce greenhouse gases. In order to change food consumption habits to carbon-friendly eating patterns, consumers may be targeted by information campaigns and legal regulation. The current paper studies consumers’ diets and food purchase behavior. In particular, it aims to understand consumers’ motivational and emotional aspects that influence their behavior. Study 1, an interview study, aims to understand the development of and motivations for climate-friendly nutrition. Identifying eco-friendly motives also revealed that emotions seem to play an important role in nutrition and the purchase of climate-friendly products. Study 2 aims at identifying consumers’ positive and negative emotions when it comes to consuming carbon-friendly food. Again, qualitative interviews revealed a variety of positive and negative emotions. Study 3 quantitatively tested the theory of planned behavior, including positive and negative emotions and predicted carbon-friendly food purchases. The results show that attitudes, perceived behavioral control and positive emotions predict carbon-friendly food purchases. Derived from these findings, recommendations for information campaigns and legislation to foster carbon-friendly food purchases are presented.

Suggested Citation

  • Elfriede Penz & Eva Hofmann, 2021. "What Stirs Consumers to Purchase Carbon-Friendly Food? Investigating the Motivational and Emotional Aspects in Three Studies," Sustainability, MDPI, vol. 13(15), pages 1-18, July.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:15:p:8377-:d:602462
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    Cited by:

    1. Oliver Meixner & Petra Riefler & Karin Schanes, 2021. "Sustainable Consumer Behavior and Food Marketing," Sustainability, MDPI, vol. 13(22), pages 1-4, November.
    2. Tatjana Mamula Nikolić & Ivan Paunović & Mirjana Milovanović & Nenad Lozović & Marija Đurović, 2022. "Examining Generation Z’s Attitudes, Behavior and Awareness Regarding Eco-Products: A Bayesian Approach to Confirmatory Factor Analysis," Sustainability, MDPI, vol. 14(5), pages 1-16, February.

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