Applying an Extended Theory of Planned Behavior to Sustainable Food Consumption

Syed Shah Alam,Yi-Hui Ho,Nor Asiah Omar,Chieh-Yu Lin,Maisarah Ahmad

doi:10.3390/su12208394

Abstract

The objective of this research is to identify factors affecting sustainable food consumption behavior among Malaysians. An extension of the theory of planned behavior (TPB) is used as the framework of the study. Perceived value is also added to the framework to gain an understanding of consumer’s personal factors’ effect on sustainable food consumption. This study tested eight hypotheses on sustainable food consumption behavior with empirical data from a sample of 220 adults. The regression analysis results show that social norm, perceived value, perceived consumer effectiveness, and attitude have significant impacts on intention to consumer sustainable food. Perceived availability, perceived consumer effectiveness and intention also have significant impacts on actual behavior. The findings of this study can provide certain grounds for understanding sustainable food consumption intention and behavior. Research limitations and some guidelines for further lines of research are presented. In a global context the findings of this study is important, as consumption patterns need to be changed to meet the climate challenge.

Highlights

Global climate change has led to the evolution of consumption patterns
The results showed that except for Hypothesis Hypothesis 4 (H4), all other Hypotheses Hypothesis 1 (H1), Hypothesis 2 (H2), Hypothesis 3 (H3), Hypothesis 5 (H5), Hypothesis 6 (H6), Hypothesis 7 (H7), and Hypothesis 8 (H8) were found to be significant in the prediction model
Our study found that except perceived availability, all other exogenous variables such as perceived value, attitude, the social norm and perceived consumer effectiveness have a significant relationship with behavioral intention

Summary

Introduction

Global climate change has led to the evolution of consumption patterns. Many more consumers begin to pay attention to sustainable-food consumption [1,2,3]. Sustainable food is an emerging concept and has provided a quite varied arrangement of policy suggestions and definitions [4,5,6]. This is according to Gorgitano and Sodano’s [4] definition, that sustainable food should “meet safety, political and environmental requirements, such as safe, healthy, and nutritious diets for everyone; viable livelihood for farmers, processors, and retailers; animal welfare; environment protection; biodiversity safeguard; energy saving; minimum waste”. Another study [10] conducted in Belgium examined the effects of social norms, values, perceived consumer effectiveness, certainty, perceived availability, and involvement in consumers’ attitudes towards sustainable food. Research that focused on factors affecting sustainable food consumption is still inadequate. Our study focuses on exploring the factors that influence consumers’ intention to purchase sustainable-food products in Malaysia

Objectives

Methods

Results

Conclusion