Readiness to Change and the Intention to Consume Novel Foods: Evidence from Linear Discriminant Analysis

The challenges associated with climate change have led to the need for pro-environmental behaviors, including the consumption of sustainable novel foods. Despite the importance of sustainable food for the environment, there is still a need to further investigate the psychological determinants of consumer behavior change putatively able to promote the use of novel foods. In line with this, the aim of the present study was to investigate the role of readiness to change (RTC) in shaping the intention to consume sustainable foods (e.g., chia seeds and edible insects). RTC refers to a valuable construct composed of seven different dimensions, namely perceived importance of the problem/change, motivation, self-efficacy, effectiveness of proposed solution, social support, action and involvement, and perceived readiness. In keeping with this, a cross-sectional study was conducted by collecting from 1252 participants through an online and anonymous survey. In line with the aim above, a linear discriminant analysis was performed to explore potential non-linear relationships between RTC and novel food consumption. The results highlighted certain RTC dimensions (e.g., perceived importance of the problem, action, and self-efficacy) able to positively support the intention to consume novel foods (e.g., chia seeds and spirulina algae). In conclusion, the study pointed out evidence regarding psychological determinants in terms of RTC able to improve sustainable behaviors, namely the use of novel foods. In the context of sustainability, the present study represents a groundwork for the implementation of future studies in this field of research as well as the development of future policies aimed at promoting awareness and encouraging the adoption of sustainable eating behaviors.