Extending the theory of planned behaviour to predict sustainable food consumption

Bhavana Arya, Shiromi Chaturvedi () and Narender Singh Bhati
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Bhavana Arya: Manipal University Jaipur
Shiromi Chaturvedi: Manipal University Jaipur
Narender Singh Bhati: Manipal University Jaipur

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 2024, vol. 26, issue 12, No 55, 31277-31300

Abstract: Abstract Promoting sustainable food consumption (SFC) involves prioritizing long-term health for individuals, communities, and the environment. This means considering social and economic impacts to create a healthier food system for future generations. Using the theory of planned behaviour as a foundation, we extend it to encompass biospheric values (BV), egoistic values (EGV), hedonic values (HV), environmental concern (EC), and environmental identity (ID) via attitudes (ATT), subjective norms (SN) and perceived behavioural control (PBC). This research is crucial for understanding the factors shaping food consumption behaviour and providing insights for targeted interventions and sustainable food policies. The study collected data from 309 respondents from universities to test fifteen hypotheses related to sustainable food consumption behaviour. Purposive and snowball sampling method was used. Descriptive and inferential tests were run using SPSS v25. Data analysis involved hypotheses testing via structural equation modelling. The findings revealed that ATT, SN, and PBC played significant roles in shaping SFC behaviour. PBC was impacted by BV, EGV, HV, EC, and ID. ATT were influenced by EGV, HV, EC, and ID, with no notable impact from BV. SN were influenced by ID but not by EC. The study highlights that ATT, SN, and PBC play a pivotal role in shaping SFC among young Indians. This understanding can guide policymakers, researchers, and practitioners in crafting targeted interventions to promote sustainable food habits among youth, contributing to a more sustainable food system. Additionally, integrating a diverse set of values and concerns into behavioural theories is essential for a nuanced understanding and effective influence on sustainable behaviour.

Keywords: Sustainability; Biospheric values; Hedonic values; Egoistic values; Environmental concern; Structural equation modelling (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s10668-024-04466-z

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