Sustainable food consumption, involvement, certainty and values: an application of the theory of Planned Behaviour

Iris Vermeir () and Wim Verbeke

Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium from Ghent University, Faculty of Economics and Business Administration

Abstract: This study investigates determinants of sustainable consumption behaviour in Belgium. To gain a better insight in sustainable consumption, we conducted a study where sustainable attitudes and behaviour as well as some individual characteristics like involvement, certainty and values related to sustainable products are scrutinized. We explore if determinants as hypothesised by the theory of planned behaviour (TPB) – attitudes, perceived behavioural control, social norms - influence sustainable consumption intention in general and according to different levels of involvement, certainty and values. The empirical research builds on a survey with a sample of 456 young consumers, using a questionnaire and an experimental design with manipulation of key constructs through showing advertisements for sustainable dairy. The stepwise multiple regression showed that 50% of the variance in intention to consume or purchase sustainable dairy was explained by the combination of attitudes, perceived social influences, perceived consumer effectiveness and perceived availability. In addition, different levels of involvement, certainty and value orientation entail different strengths of the determinants. The findings yield public policy and marketing recommendations for stimulating sustainable food consumption among the young.

Keywords: sustainable consumption; attitudes; behavioural intention; involvement; certainty; values (search for similar items in EconPapers)
Pages: 37 pages
Date: 2005-12
New Economics Papers: this item is included in nep-agr, nep-mkt and nep-soc
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:rug:rugwps:05/352

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