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

• Main Authors: Elfriede Penz, Eva Hofmann
• Format: Article
• Language: English
• Published: MDPI AG 2021-07-01
• Series: Sustainability
• Subjects: carbon-friendly food; theory of planned behavior; emotions
• Online Access: https://www.mdpi.com/2071-1050/13/15/8377

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.