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Sustainable food consumption in China and India

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  • von Meyer-Höfer, Marie
  • Juarez Tijerino, Andrea Maria
  • Spiller, Achim

Abstract

This study examines sustainable food consumption in China and India, based on online consumer survey data. It explores which factors influence sustainable food consumption in these countries, based upon a model related to the Theory of Planned Behaviour. Structural equation modelling is used for the analysis and comparison of both countries. Among the similarities found are the significant influence of subjective norms on intention towards sustainable food consumption and the influence of perceived consumer effectiveness on sustainable food consumption behaviour. Price is identified as a barrier to sustainable food consumption. Based on these findings policy and marketing implications are given.

Suggested Citation

  • von Meyer-Höfer, Marie & Juarez Tijerino, Andrea Maria & Spiller, Achim, 2015. "Sustainable food consumption in China and India," GlobalFood Discussion Papers 198718, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    • Handle: RePEc:ags:gagfdp:198718
    DOI: 10.22004/ag.econ.198718
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    More about this item

    Keywords

    Food Consumption/Nutrition/Food Safety; Institutional and Behavioral Economics; Marketing;
    All these keywords.

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