Environmental, Health or Social Impacts? Investigating Ethical Food Consumption Behavior in the Case of Palm Oil-Free Foods

Brigitta Plasek, Zoltán Lakner and Ágoston Temesi
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Brigitta Plasek: Institute of Agricultural and Food Economics, Department of Agricultural Business and Economics, Hungarian University of Agriculture and Life Sciences, Villányi str. 29-43, 1118 Budapest, Hungary
Zoltán Lakner: Institute of Agricultural and Food Economics, Department of Agricultural Business and Economics, Hungarian University of Agriculture and Life Sciences, Villányi str. 29-43, 1118 Budapest, Hungary
Ágoston Temesi: Institute of Agricultural and Food Economics, Department of Agricultural Business and Economics, Hungarian University of Agriculture and Life Sciences, Villányi str. 29-43, 1118 Budapest, Hungary

Sustainability, 2022, vol. 14, issue 15, 1-12

Abstract: Environmental consciousness, health consciousness, social consciousness—today, all three terms have become buzzwords that influence food consumer behavior and reach many consumers. A number of consumer trends have emerged, which manufacturers have responded to, giving consumers the opportunity to make purchasing decisions that reflect any or all of these three buzzwords. In the context of palm oil, all three of these buzzwords may be associated with a consumer-perceived problem. They may be aware of the social (e.g., child labor), environmental (e.g., burning of rainforests) or potential health impacts communicated by the media. Today, more and more products claim to be palm oil free. Related to this the main question of the research is “why do consumers choose palm oil-free foods?” The results of our model using the theory of planned behavior show that the factor most influencing purchase intention is consumer attitude towards palm oil. The only significant effect on this factor is the environmental impact. Neither the perceived health-, nor the social effect had a significant effect on shaping attitudes among the respondents. A further result of the model is that perceived behavioral control only directly affects actual behavior, but does not influence intention, indicating that although there is a possibility for respondents to purchase palm oil-free products, it was not necessarily a conscious, intentional purchase.

Keywords: consumer behavior; consciousness; ethical consumption; palm oil-free food; structural equation modeling (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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