Sustainable Food Consumption in Germany
(2021) SMMM20 20211Department of 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:
http://lup.lub.lu.se/student-papers/record/9062654
- author
- Liu, Hui LU and Eichhorn, Katerina LU
- supervisor
- organization
- course
- SMMM20 20211
- year
- 2021
- 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}}, }