Consumers’ Value Systems in the Consumption of Sustainable Groceries: An Intercultural Study

Abstract

This research aims to reveal cultural discrepancies in the purchase motives of groceries with environmentally friendly product attributes. The conceptual model builds on Schwartz’s value theory (1992); in addition, the Value-Belief-Norm model from Stern, Dietz, and Guagnao (1995) provides a means to explain how consumers’ values affect their behaviors. Expert interviews and focus group discussions conducted in the two culturally distinct countries of Austria and Sri Lanka analyze this agenda empirically. Results point to the role biospherical, altruistic, and egoistic values play in this context. The observations seem to hold true irrespective of culture, but country-specific factors, such as product price and availability, as well as individual factors, such as awareness of ecological and social issues and trust in certification should be considered as well.