Sustainable food consumption in China and India

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

No 198718, GlobalFood Discussion Papers from Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development

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.

Keywords: Food Consumption/Nutrition/Food Safety; Institutional and Behavioral Economics; Marketing (search for similar items in EconPapers)
Pages: 46
Date: 2015-02
New Economics Papers: this item is included in nep-agr, nep-env and nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:ags:gagfdp:198718

DOI: 10.22004/ag.econ.198718

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