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From intention to action: Drivers of sustainable food choices and the role of descriptive norms
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Orientador(es)
Resumo(s)
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.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced Analytics, specialization in Business Analytics
Palavras-chave
Sustainability Sustainable Food Consumption Theory of Planned Behavior Descriptive Norms Social Circle Influence SDG 12 - Responsible production and consumption SDG 13 - Climate action