Sustainable Food Consumption and the Attitude–Behavior Gap: Factor Analysis and Recommendations for Marketing Communication

Anna Szeląg-Sikora (), Aneta Oleksy-Gębczyk, Paulina Rydwańska, Katarzyna Kowalska-Jarnot, Anna Kochanek and Agnieszka Generowicz ()
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Anna Szeląg-Sikora: Department of Bioprocess Engineering, Faculty of Production and Power Engineering, Power Engineering and Automation, University of Agriculture in Krakow, Balicka 116B, 30-149 Kraków, Poland
Aneta Oleksy-Gębczyk: Faculty of Economic Sciences, State of Applied Sciences in Nowy Sącz, ul. Aleje Wolności 38, 33-300 Nowy Sącz, Poland
Paulina Rydwańska: Faculty of Economic Sciences, State of Applied Sciences in Nowy Sącz, ul. Aleje Wolności 38, 33-300 Nowy Sącz, Poland
Katarzyna Kowalska-Jarnot: Interdisciplinary Faculty, SWPS University in Krakow, ul. al. Jana Pawła II 39 A, 31-864 Kraków, Poland
Anna Kochanek: Institute of Engineering, State University of Applied Sciences in Nowy Sącz, ul. Zamenhofa 1A, 33-300 Nowy Sącz, Poland
Agnieszka Generowicz: Faculty of Environmental Engineering and Energy, Cracow University of Technology, Warszawska 24, 31-155 Cracow, Poland

Sustainability, 2025, vol. 17, issue 21, 1-26

Abstract: Sustainable protein consumption is a key element in the transition toward more environmentally responsible food systems. Poultry, due to its relatively low carbon footprint and favorable health profile, holds significant potential to become an important component of the so-called “protein transition.” The aim of this article is to identify cognitive factors influencing consumer purchasing decisions regarding poultry and to formulate recommendations for marketing communication strategies that position poultry as a choice aligned with sustainability goals. This study is based on an exploratory factor analysis (EFA) conducted on a nationally representative sample of Polish consumers (AgriFood 2024). The results revealed three dominant decision-making determinants—taste, health, and convenience—collectively forming the original THC (Taste–Health–Convenience) model. This model provides a novel interpretive framework, showing how sustainability issues can be communicated through immediate, personally relevant consumer benefits, and subsequently expanded to include environmental and ethical aspects. The findings indicate that effective communication should emphasize tangible, everyday consumer benefits while also leveraging poultry’s lower climate impact compared to red meat. This article makes an original contribution to the debate on sustainable diets by presenting the THC model both as a tool for explaining the mechanisms of the attitude–behavior gap and as a practical instrument for designing campaigns that support the implementation of SDG 3 and SDG 12.

Keywords: poultry; sustainability; consumer perception; factor analysis; consumer behavior; eco-labeling; marketing communication (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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