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Factors influencing consumers behavioral intention towards climate-friendly food consumption in Southern Germany


  • Menrad, K.
  • Emberger-Klein, A.
  • Schops, J.


By altering personal diets individuals can avoid serious amounts of greenhouse gas (GHG) emissions. Additionally, several studies documented that individuals have a positive intention to make climate-friendly food choices. Thus, the aim of this study was to analyze the factors which influence consumers behavioral intentions towards climate-friendly food consumption. The analysis is based on data from a face-to-face in-shop survey in southern Germany and is especially interested in the consumption of fruit and vegetables, since substituting animal products with fruit and vegetables can save high amounts of GHG emissions. Using an extended model of the Theory of Reasoned Action and structural equation modelling to analyze the data the survey was able to prove a large positive effect of Climate Attitudes and a medium positive effect of Subjective Norms on consumers behavioral intention towards climate-friendly food consumption. However, the assumed direct effect of Perceived Behavioral Competency on this issue could not be shown. On the basis of the results strategies to enhance climate-friendly food consumption are suggested. Acknowledgement : This work was supported by the German Federal Ministry of Education and Research (contract code: 17004X11). The authors acknowledge this financial support but are solely responsible for the content of this manuscript.

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  • Menrad, K. & Emberger-Klein, A. & Schops, J., 2018. "Factors influencing consumers behavioral intention towards climate-friendly food consumption in Southern Germany," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 277108, International Association of Agricultural Economists.
  • Handle: RePEc:ags:iaae18:277108

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    1. Fredrik Hedenus & Stefan Wirsenius & Daniel Johansson, 2014. "The importance of reduced meat and dairy consumption for meeting stringent climate change targets," Climatic Change, Springer, vol. 124(1), pages 79-91, May.
    2. Aysel Tikir & Bernard Lehmann, 2011. "Climate change, theory of planned behavior and values: a structural equation model with mediation analysis," Climatic Change, Springer, vol. 104(2), pages 389-402, January.
    3. Robert D. Gifford & Angel K. S. Chen, 2017. "Why aren’t we taking action? Psychological barriers to climate-positive food choices," Climatic Change, Springer, vol. 140(2), pages 165-178, January.
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    5. Rosemary Green & James Milner & Alan Dangour & Andy Haines & Zaid Chalabi & Anil Markandya & Joseph Spadaro & Paul Wilkinson, 2015. "The potential to reduce greenhouse gas emissions in the UK through healthy and realistic dietary change," Climatic Change, Springer, vol. 129(1), pages 253-265, March.
    6. Peter Scarborough & Paul Appleby & Anja Mizdrak & Adam Briggs & Ruth Travis & Kathryn Bradbury & Timothy Key, 2014. "Dietary greenhouse gas emissions of meat-eaters, fish-eaters, vegetarians and vegans in the UK," Climatic Change, Springer, vol. 125(2), pages 179-192, July.
    7. Jörg Henseler, 2010. "On the convergence of the partial least squares path modeling algorithm," Computational Statistics, Springer, vol. 25(1), pages 107-120, March.
    8. repec:eee:joreco:v:29:y:2016:i:c:p:123-134 is not listed on IDEAS
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    Consumer/Household Economics;

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