Publicação
From intention to action: Drivers of sustainable food choices and the role of descriptive norms
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Neves, Catarina Paisana Pires Costa das | |
| dc.contributor.author | Esteves, Ana Beatriz Lopes Henriques | |
| dc.date.accessioned | 2025-02-18T12:04:13Z | |
| dc.date.embargo | 2028-02-13 | |
| dc.date.issued | 2025-02-13 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced Analytics, specialization in Business Analytics | pt_PT |
| dc.description.abstract | This study investigates consumers' behavior regarding sustainable food consumption by integrating the Theory of Planned Behavior (TPB) with additional constructs such as descriptive norms and demographic factors. It examines the impact of attitudes, injunctive norms, perceived behavioral control, and descriptive norms on intention and actual behavior, while exploring the moderating effect of descriptive norms. Data was collected through an online survey targeting a sample of 208 Portuguese consumers. The data was analyzed using structural equation modeling (SEM). While previous research has extensively studied sustainable food consumption, this study contributes by examining new moderating and demographic factors within the TPB framework. The inclusion of descriptive norms as a moderator provides deeper insights into the nuanced drivers of sustainable food consumption, offering a more comprehensive understanding of consumer behavior. The results confirm that attitudes, injunctive norms, and perceived behavioral control significantly influence intentions, while perceived behavioral control also directly impacts actual behavior. Additionally, descriptive norms moderate the relationship between injunctive norms and intention positively and between attitudes and intention negatively, revealing a "diffusion of responsibility" effect. Age emerges as a significant predictor, with older individuals more likely to align their behavior with sustainable practices. These findings highlight the importance of social influences and demographic factors in shaping sustainable consumption patterns. Based on the findings, the study offers practical recommendations, including promoting foodcentered social events that advocate sustainability and developing age-specific educational and marketing campaigns. These strategies aim to address identified barriers and leverage cultural and social factors to foster a more sustainable food consumption landscape. | pt_PT |
| dc.identifier.tid | 203924339 | |
| dc.identifier.uri | http://hdl.handle.net/10362/179233 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Sustainability | pt_PT |
| dc.subject | Sustainable Food Consumption | pt_PT |
| dc.subject | Theory of Planned Behavior | pt_PT |
| dc.subject | Descriptive Norms | pt_PT |
| dc.subject | Social Circle Influence | pt_PT |
| dc.subject | SDG 12 - Responsible production and consumption | pt_PT |
| dc.subject | SDG 13 - Climate action | pt_PT |
| dc.title | From intention to action: Drivers of sustainable food choices and the role of descriptive norms | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Ciência de Dados e Métodos Analíticos Avançados, especialização em Métodos Analíticos para a Gestão | pt_PT |