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NotificationsNotify me of updates to SUSTAINABLE FOOD CONSUMPTION, INVOLVEMENT AND KNOWLEDGE: AN APPLICATION OF THE THEORY OF PLANNED BEHAVIOUR pp. 87-103
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SUSTAINABLE FOOD CONSUMPTION, INVOLVEMENT AND KNOWLEDGE: AN APPLICATION OF THE THEORY OF PLANNED BEHAVIOUR pp. 87-103 $100.00
Authors:  Iris Vermeir, Hogeschool Ghent, Dep. of Business Administration and Public Management, Ghent Univ., Dep. of Marketing, Belgium
Abstract:
A substantial number of studies show that consumers value the sustainable aspect in
a product and that there is a willingness to pay for sustainable products. However,
consumers’ behavioural intention in the marketplace is not consistent with their reported
attitude towards products with a sustainable dimension. Following the theory of planned
behaviour, this study attempts to account for variables which are assumed to have an
impact on sustainable consumption. More specifically, we examined if the determinants
for purchase intentions according to the theory of planned behaviour are significant
according to different levels of individual characteristics. The empirical research builds
on a survey with a sample of 414 young consumers, using a questionnaire and an
experimental design with manipulation of key constructs through showing advertisements
for sustainable dairy. The multiple regression analysis showed that 38% of the variance in
intention to consume or purchase sustainable dairy was explained by the combination of
attitudes, perceived social influences, perceived consumer effectiveness and perceived
availability. In addition, different levels of involvement and knowledge entail different
strengths of the determinants. The findings yield public policy and marketing
recommendations for stimulating sustainable food consumption among the young. 


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SUSTAINABLE FOOD CONSUMPTION, INVOLVEMENT AND KNOWLEDGE: AN APPLICATION OF THE THEORY OF PLANNED BEHAVIOUR pp. 87-103