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Sustainable Food Consumption in Germany

Liu, Hui LU and Eichhorn, Katerina LU (2021) SMMM20 20211
Department of Service Management and Service Studies
Abstract
Purpose – The purpose of this paper is to study what influences consumers’ intention to buy
sustainable food products in Germany by applying an extended model of the theory of planned
behavior (TPB).
Methodology – A questionnaire was developed based on previous research and the answers
from a focus group. Data from 218 respondents were collected through convenient sampling by
sharing the survey online on social media. The relationships between the variables
environmental knowledge, sustainability concern, attitude, subjective norms, perceived
behavioral control and intention were analyzed using structural equation modeling (SEM). By
conducting a focus group beforehand, the aspects of the variable sustainability concern were
... (More)
Purpose – The purpose of this paper is to study what influences consumers’ intention to buy
sustainable food products in Germany by applying an extended model of the theory of planned
behavior (TPB).
Methodology – A questionnaire was developed based on previous research and the answers
from a focus group. Data from 218 respondents were collected through convenient sampling by
sharing the survey online on social media. The relationships between the variables
environmental knowledge, sustainability concern, attitude, subjective norms, perceived
behavioral control and intention were analyzed using structural equation modeling (SEM). By
conducting a focus group beforehand, the aspects of the variable sustainability concern were
constructed.
Findings – The proposed model revealed a strong positive relationship between attitude and
intention. Moreover, attitude is positively influenced by environmental knowledge and
sustainability concern and thus, is an important mediator. Furthermore, a positive effect of
sustainability concern on subjective norms was identified and an indirect effect of sustainability
concern on intention was found. No significant relationship was found between sustainability
concern and perceived behavioral control, and between subjective norms, perceived behavioral
control, environmental knowledge and intention. Nevertheless, the proposed model explained
74% of the variance of the construct intention to purchase sustainable food products.
Limitations – Due to the application of a non-probability sample, the findings are not
generalizable to the German population. However, the findings are appropriate to explore
variables which determine consumers’ intention to buy sustainable food products. Another
constraint is the limited capacity to reflect people’s real level of the variables environmental
knowledge and sustainability concern which provides room for improvement.
Implications – Environmental knowledge and sustainability concern are affecting attitude
which is found to be the greatest determinant of intention in our model. Therefore, it is of great
importance to educate people about sustainability issues in order to enhance their knowledge
and concern and thus positively impact their attitude toward sustainable food consumption. In
turn, their intention to buy sustainable alternatives is influenced which is the best predictor of
behavior. The findings can give policymakers, marketers and industry practitioners the insights
necessary to develop more effective strategies that can foster the field of sustainable food
consumption. (Less)
Please use this url to cite or link to this publication:
author
Liu, Hui LU and Eichhorn, Katerina LU
supervisor
organization
course
SMMM20 20211
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Sustainable Food Consumption, Theory of Planned Behavior, TPB, Attitude, Intention, Structural Equation Model, SEM, Germany
language
English
id
9062654
date added to LUP
2021-08-11 14:18:30
date last changed
2021-08-11 14:18:30
@misc{9062654,
  abstract     = {{Purpose – The purpose of this paper is to study what influences consumers’ intention to buy
sustainable food products in Germany by applying an extended model of the theory of planned
behavior (TPB).
Methodology – A questionnaire was developed based on previous research and the answers
from a focus group. Data from 218 respondents were collected through convenient sampling by
sharing the survey online on social media. The relationships between the variables
environmental knowledge, sustainability concern, attitude, subjective norms, perceived
behavioral control and intention were analyzed using structural equation modeling (SEM). By
conducting a focus group beforehand, the aspects of the variable sustainability concern were
constructed.
Findings – The proposed model revealed a strong positive relationship between attitude and
intention. Moreover, attitude is positively influenced by environmental knowledge and
sustainability concern and thus, is an important mediator. Furthermore, a positive effect of
sustainability concern on subjective norms was identified and an indirect effect of sustainability
concern on intention was found. No significant relationship was found between sustainability
concern and perceived behavioral control, and between subjective norms, perceived behavioral
control, environmental knowledge and intention. Nevertheless, the proposed model explained
74% of the variance of the construct intention to purchase sustainable food products.
Limitations – Due to the application of a non-probability sample, the findings are not
generalizable to the German population. However, the findings are appropriate to explore
variables which determine consumers’ intention to buy sustainable food products. Another
constraint is the limited capacity to reflect people’s real level of the variables environmental
knowledge and sustainability concern which provides room for improvement.
Implications – Environmental knowledge and sustainability concern are affecting attitude
which is found to be the greatest determinant of intention in our model. Therefore, it is of great
importance to educate people about sustainability issues in order to enhance their knowledge
and concern and thus positively impact their attitude toward sustainable food consumption. In
turn, their intention to buy sustainable alternatives is influenced which is the best predictor of
behavior. The findings can give policymakers, marketers and industry practitioners the insights
necessary to develop more effective strategies that can foster the field of sustainable food
consumption.}},
  author       = {{Liu, Hui and Eichhorn, Katerina}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Sustainable Food Consumption in Germany}},
  year         = {{2021}},
}