What Stirs Consumers to Purchase Carbon-Friendly Food? Investigating the Motivational and Emotional Aspects in Three Studies

Penz, Elfriede ORCID: https://orcid.org/0000-0002-8033-0581 and Hofmann, Eva ORCID: https://orcid.org/0000-0001-7934-0128 (2021) What Stirs Consumers to Purchase Carbon-Friendly Food? Investigating the Motivational and Emotional Aspects in Three Studies. Sustainability, 13 (8377). ISSN 2071-1050

Available under License Creative Commons: Attribution 4.0 International (CC BY 4.0).

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As part of diminishing climate change, food consumption needs to be addressed to reduce greenhouse gases. In order to change food consumption habits to carbon-friendly eating patterns, consumers may be targeted by information campaigns and legal regulation. The current paper studies consumers’ diets and food purchase behavior. In particular, it aims to understand consumers’ motivational and emotional aspects that influence their behavior. Study 1, an interview study, aims to understand the development of and motivations for climate-friendly nutrition. Identifying eco-friendly motives also revealed that emotions seem to play an important role in nutrition and the purchase of climate-friendly products. Study 2 aims at identifying consumers’ positive and negative emotions when it comes to consuming carbon-friendly food. Again, qualitative interviews revealed a variety of positive and negative emotions. Study 3 quantitatively tested the theory of planned behavior, including positive and negative emotions and predicted carbon-friendly food purchases. The results show that attitudes, perceived behavioral control and positive emotions predict carbon-friendly food purchases. Derived from these findings, recommendations for information campaigns and legislation to foster carbon-friendly food purchases are presented.

Item Type: Article
Keywords: carbon-friendly food; theory of planned behavior; emotions
Divisions: Departments > Marketing > Internationales Marketing Management
Kompetenzzentren > Empirische Forschungsmethoden
Version of the Document: Published
Depositing User: Gertraud Novotny
Date Deposited: 04 Aug 2021 11:08
Last Modified: 04 Aug 2021 11:08
Related URLs:
FIDES Link: https://bach.wu.ac.at/d/research/results/100914/
URI: https://epub.wu.ac.at/id/eprint/8231


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