Applying an Extended Theory of Planned Behavior to Sustainable Food Consumption

Low Carbon Sustainable Diet Choices-An Analysis of the Driving Factors behind Plant-Based Egg Purchasing Behavior

In the face of escalating climate change, environmental pollution, and global crises, plant-based eggs are a viable solution for environmental conservation and health promotion. This study uses an integrated framework combining value-belief-norm (VBN) theory and the Theory of Planned Behavior (TPB) to explore the factors influencing Taiwanese consumers' inclination towards plant-based eggs. Through convenience sampling, 417 questionnaires were issued and 387 valid responses were received, indicating a 92.8% valid response rate. The analysis indicates that consumers' biospheric and altruistic values significantly enhance their awareness of outcomes, which, coupled with their sense of responsibility, strengthens personal norms. From the TPB perspective, perceived behavioral control is identified as a critical driver of the intention to purchase plant-based eggs, with attitudes and subjective norms playing significant roles. Subjective norms positively impact personal norms, thereby influencing consumers' behavioral intentions. The findings confirm the integrated model's theoretical and practical validity, and offer valuable insights for businesses. By developing adept marketing strategies that consider market dynamics, this study enhances the effectiveness and value of marketing efforts by boosting consumers' engagement with plant-based eggs. These insights contribute to advancing environmental sustainability goals.

Actual uptake pursuance analysis of certification examination among industrial engineers in the Philippines: A TPB-PVT approach

The demand for Industrial Engineers across the globe is significantly increasing and professional certifications give advantage in the job marketplace. The Philippine Institute of Industrial Engineers (PIIE) - Industrial Engineering Certification Board facilitates the conferment of the Certified Industrial Engineer (CIE) in the Philippines. The goal of this study was to determine the factors affecting the intention IEs in the Philippines to take the CIE examination using an integration of the Perceived Value Theory and the Extended Theory of Planned Behavior. The research data were collected through an online distributed survey questionnaire to 690 graduating students and graduates from private and public universities across the Philippines. Employing a variance-based partial least squares structural equation modeling, the different significant variables and factors were assessed holistically. It was seen that attitude, perceived behavioral control, subjective norms, and understanding of the CIE examination have significant positive effects to intent to take the CIE examination and becoming a CIE. The perceived benefits and positive emotions brought by becoming a CIE significantly affects the attitude and behavior. This study also confirmed that the higher the perceived return on investment, the more the IEs will take the CIE examination. Moreover, demographic characteristics were identified to correlate and are significant among different variables. As a reflection, the findings and the integrated framework can be utilized in future studies related to development, career pathing, lifelong learning, and other related professional education.

Current Perceptions of Sustainable Diets in Ireland and the Outlook of Circular Eating Practices

Encouraging sustainable dietary practices is a positive step towards alleviating the negative impact of increasing food waste. This study explores consumers' perceptions of sustainable diets and factors influencing their adoption of sustainable practices, such as circular eating. Fifteen consumers in Ireland aged 18-65+ years were recruited for a qualitative study exploring their views on sustainable diets and their opinions on the use of peels, trimmings, and other by-products from fruit and vegetables as potential new ingredients or new circular food products. Age, gender, dietary preferences and educational background were important considerations during recruitment. Online interviews were conducted, and the data were analyzed using thematic analysis managed by NVivo 12. The results highlighted two overarching themes impacting circular eating, namely, food choice motives and awareness of food waste. These were linked to the participants' knowledge of and potential adoption of sustainable diets. Daily trade-offs were evident, linked to the product and the person who was also strongly influenced by their micro-environment. Consumer education from credible sources would be required to create awareness of circular eating. Most respondents were positively disposed to the concept of circular eating, as long as food safety concerns and affordability considerations were addressed through industry transparency.

The FLY-project: study protocol for mixed methods research to explore the complex social dynamics of sustainable food-related lifestyles in youth in practical education

BACKGROUND

The present-day food system is a key driver of climate change and biodiversity loss, making it imperative for populations to shift towards more sustainable diets. The involvement of youth in this transition is vital because they are in a formative period where their identities, values, and norms, including their food behaviours, are being shaped. Special attention should be paid to youth in practical education because they are often overlooked in existing studies, yet evidence suggests they may lack the necessary resources to support dietary changes, resulting in lower levels of pro-environmental food-related behaviours. The aim of the FLY (Food-related Lifestyles in Youth) project is to study how sustainable food-related lifestyles and underlying factors develop in early adolescence, particularly in Dutch youth in practical education, how these spread in social networks, and to develop community-level intervention strategies to support youths' transition to sustainable food-related behaviours.

METHODS/DESIGN

The FLY-project adopts a mixed-method approach. First, two literature reviews are conducted. A systematic review assesses how capabilities, opportunities and motivation are associated with sustainable food behaviours in youth, and how these elements interrelate in determining sustainable food-related lifestyles. A scoping review studies community-level interventions that target sustainable and healthy food-related behaviours. Second, focus groups are conducted to explore the barriers and facilitating factors concerning capabilities, opportunities, and motivations that Dutch youth in practical-level education experience to transition to more sustainable food-related lifestyles. Third, a cohort survey study is conducted to track the dynamic interplay between capabilities, opportunities, motivation, and changes in specific sustainable food behaviours over time, and to assess the diffusion of sustainable food-related lifestyles via social (media) networks. Fourth, an experimental research programme tests promising intervention approaches, some of which are co-created with youth, targeting relevant underlying factors.

DISCUSSION

This paper describes the rationale, conceptual framework, design and methods of the FLY-project. The FLY-project contributes to an understanding of underlying factors of sustainable food-related behaviours in adolescence and results in a multi-component intervention toolkit, with a particular focus on youth in practical education programmes.

Who Buys Surplus Meals? An Exploratory Survey in Danish Canteens

Food waste has received increasing attention over the last decade, owing to its economic, environmental, and social impacts. Much of the existing research has investigated consumers' buying behaviour towards sub-optimal and upcycle food, but surplus meal buying behaviours are poorly understood. Thus, this study performed consumer segmentation through a modular food-related lifestyle (MFRL) instrument and determined consumers' buying behaviour towards surplus meals in canteens employing the theory of reasoned action (TRA). A survey was conducted using a validated questionnaire from a convenient sample of 460 Danish canteen users. Four food-related lifestyle consumer segments were identified by employing k-means segmentation: Conservative (28%), Adventurous (15%), Uninvolved (12%), and Eco-moderate (45%). The Partial Least Square Structural Equation Modelling (PLS-SEM) analysis indicated that attitudes and subjective norms were significantly influencing surplus meal buying intention to further influence buying behaviour. Environmental objective knowledge was significantly influencing environmental concerns to further influence attitudes and behavioural intention. However, environmental objective knowledge had no significant influence on attitude towards surplus meals. Male consumers with higher education, those having higher food responsibility and lower food involvement, and convenience scores had higher surplus food buying behaviour. The results can be used to inform policymakers, marketers, business professionals, and practitioners to promote surplus meals in canteens or similar settings.

Food consumption and the Covid-19 pandemic: The role of sustainability in purchasing choices

The paper addresses the consumption issue in the post-Covid-19 pandemic era, finding a possible interpretative model in the theory of planned behaviour. To this end, a sample was selected, and multivariate statistical analysis showed that the aspects of sustainability, health and well-living represent possible keys to understanding purchasing and consumption behaviour in the recovery and return to "normality". The mass media, the advice of experts, and the optimism of small things (from an emotional and social point of view) also have a correlated effect on the purchase of food, health and the environment, as well as production methods, origin and supply chain, packaging and ethical and social responsibility, in line with the much desired ecological transition.

Toward a knowledge economy: Factors affecting the sustainable consumption behavior in the Chinese online education industry

Introduction

Buoyed by recent calls to research and advance the knowledge economy and sustainable development. This study explains how the role of the knowledge economy in influencing the COVID-19 pandemic has emerged with numerous opportunities for the global E-learning or online education industry. And, knowledge sharing behavior has been hugely driven by various sharing platforms concerning a new paradigm for diversifying education and learning. However, our study is to further extend the understanding and examine the related empirically correlations to deepen online education for sustainable development (OESD). Both advancing theoretical underpinnings and enhancing the online education industry are highly integrated and introduced toward a sustainable pathway. This study brings the perspectives from consumer value, social identity social exchange, and value-attitude-behavior to explain sustainable consumption behavior in the Chinese online education industry (SCBOEI). Thus, the relationship among factors in this study is statistically examined and the SCBOEI model as the new theoretical insight is introduced in a way of sustainable consumption behaviors in the Chinese online education industry. Finally, this study addresses managerial implications to practitioners, the government, universities, and markets.

Materials and methods

Employing a quantitative approach, about 559 valid questionnaire surveys are collected from Chinese higher education institutions. This study includes participants from four controlling variables (age, education level, family income, and gender) and six latent variables. The bootstrapping method was applied to validate mediating factors and their interacting relationships.

Results

The finding reveals that a set of classic psychological theories related fits the SCBOEI in higher education from the consumer value, contextual factors, social identity, sustainable consumption attitudes, and consumer engagement to explain SCBOEI. The mediating role of identity, sustainable consumption attitudes, and consumer engagement is highly concerned. The value and contextual factors directly make impact on SCBOEI through identity, sustainable consumption attitudes, and consumer engagement.

Implications

The study significantly contributes to enriching the theoretical bases for advancing the literature on sustainable consumption behavior and online education. Our research provides managerial insights into government policy about the online education industry and marketers to set more advertisements to wake awareness of SCBOEI. Furthermore, higher education institutions should encourage their employees and students to participate in SCBOEI actively. All the stakeholders are essential to lead the consumer to SCBOEI by shaping their internal psychology while paying more attention to social equality (education, gender), responsible consumption, and decent economic development. Overall, addressing these issues will help to provide scholars with novel theoretical insights and practitioners with managerial advice.

Perceived Consumer Effectiveness and Willingness to Pay for Credence Product Attributes of Sustainable Foods

While perceived consumer effectiveness has consistently been linked to socially conscious attitudes, such as sustainable consumption decisions, the concept appears to have been confounded with other related constructs in the empirical studies measuring its effects on consumer buying intentions and consumer behaviour. A sustainable food consumer evaluation is based on product values and credibility to health, origin, environment, and ethical concerns. The research aimed to examine if sustainability-related perceived consumer effectiveness has an impact on purchase intention and willingness to pay for sustainable food products, in order to provide information on the pricing of sustainable foods. The study was carried out using a quantitative approach on a sample of 1204 young consumers using a self-administered online questionnaire. The results indicated a significant positive relationship between perceived consumer effectiveness and consumers’ willingness to pay a premium price for sustainable food attributes. Based on this willingness to pay a premium price for food products, a WTP Index was developed. The findings revealed that perceived effectiveness has a strong connection with the buying intention of food products with sustainable attributes.

Examining Generation Z’s Attitudes, Behavior and Awareness Regarding Eco-Products: A Bayesian Approach to Confirmatory Factor Analysis

The research examines Generation Z’s (Gen Z’s) attitudes, behavior and awareness regarding sustainability-oriented products in two European countries, located in the region of Western Balkans, Bosnia–Herzegovina and Serbia. The research deploys generational cohort theory (GCT) and a quantitative analysis of primary data collected through an online questionnaire among 1338 primary, high school and university students, all belonging to Generation Z. It deploys a Confirmatory Factor Analysis (CFA) by running both Maximum Likelihood (ML) and Markov Chain Monte Carlo (MCMC) procedures, the latter being suitable for binary variables, which have been deployed in the study. The results of MLCFA provide evidence that there is a statistically significant and relatively strong relation between sustainability and circular economy attitudes (SCEA) and sustainability and circular economy behavior (SCEB), while there is a statistically insignificant and relatively weak relation between sustainability and circular economy behavior (SCEB) and circular economy awareness (CEW). The results of the BCFA, which is based on MCMC procedure, are similar to the results based on a rather commonly used MLCFA procedure. The results also confirm that Gen Z knows more about the companies which recycle products than it does about the CE as a concept, while the vast majority is concerned about the future of the planet and is motivated to learn more about the CE through CE and various awareness-raising measures.

What Influences Consumers to Recycle Solid Waste? An Application of the Extended Theory of Planned Behavior in the Kingdom of Saudi Arabia

This extant study attempts to present a comprehensive predictive model for solid waste recycling behavior. Solid waste is a major environmental concern globally. Particularly, the kingdom of Saudi Arabia (KSA), being the larger gulf country in the Middle East is a major contributor to solid waste. Consequently, this study was carried out to identify the motivational factors that consumers consider important for recycling their household waste. We extended the theory of planned behavior (TBP) and utilized actual behavioral variables such as resell, reuse, and donation. A structured questionnaire was carried out with 365 purposively selected respondents in the KSA. Among several other noteworthy findings consistent with previous studies, we found that reselling was the most significant factor of recycling behavior followed by donation. Further, the multi-group analysis (MGA) results reveal significant group differences in gender and age variables; the significance test indicates that the male group has much better pro-environmental behavior than the female group. In terms of age, our results showed that recycling intention and reselling behavior passed a significant test in the elderly group when compared to a younger group. This study has unique contributions and findings leading to practical implications for government authorities, businesses, and non-governmental organizations. The findings will particularly aid in increasing the recycling intention and behavior among household consumers. This research will guide in making laws and policies that can help to embrace the green challenges and boost recycling activities for a sustainable environment.

Purchase intention toward sustainable masks after COVID-19: the moderating role of health concern

This study aimed to investigate consumers’ intentions to purchase sustainable masks to reduce the environmental pollution caused by disposable masks in the context of COVID-19. A research model was derived based on the Value-Belief-Norm theory and the Theory of Planned Behavior, and the moderating role of health concerns and environmental knowledge due to the COVID-19 pandemic were examined. Through a Korean online survey company, we collected data on sustainable masks from respondents aged from their 20 s to 50 s, living in the Korea, and a structural equation analysis was performed on the 337 valid samples. Environmental concerns and beliefs were found to have a positive impact on the purchase intention on sustainable masks. Although environmental knowledge played the role of a moderator, we found that the higher the health concern, the stronger the purchase intention. Based on these results, it is possible to derive a strategy to increase the purchase of sustainable masks and reduce the environmental pollution caused by disposable masks. A sales strategy should be implemented for groups with high health concern. In addition, since the subjective norm increases the purchase intention for sustainable masks, advertising that stimulates them will help reduce environmental pollution caused by disposal masks. In the future, it will be possible to help reduce environmental pollution not only during the COVID-19 pandemic, but also during other emerging pandemics.

Determinants of Fast-Food Consumption in Romania: An Application of the Theory of Planned Behavior

This study explores drivers of fast-food consumption in Romania using the Theory of Planned Behavior. We analyze 532 responses to an online survey and use partial least squares path modeling to estimate the relationships between the intention to consume fast food and its possible determinants. Our results show that the most significant predictor is the subjective norms (injunctive norms: β = 0.218, p < 0.001; descriptive norms: β = 0.192, p < 0.001). Among the affective and cognitive attitudes, only the latter is statistically significant in predicting the intention (β = 0.088, p = 0.020), while perceived behavioral control is not significantly associated with intention toward fast-food consumption. We explain how our results can help policymakers to design better interventions on public health concerns about fast-food consumption and population obesity, especially children obesity.

Food Consumption Behavior of Pakistani Students Living in China: The Role of Food Safety and Health Consciousness in the Wake of Coronavirus Disease 2019 Pandemic

The emergence of coronavirus disease 2019 (COVID-19) has considerably changed global food production, processing, and consumption at different levels. Sojourners are among those who have experienced a higher level of food insecurity during the crisis of the COVID-19 outbreak. The current research aimed to investigate the immediate consumption behavioral intentions of the Pakistani international students in the People's Republic of China (PRC) during the wake of COVID-19 pandemic. This study applied the Theory of Planned Behavior (TPB) and background factors of food safety and health consciousness that influence the consumption behavioral intention of Pakistani students toward unfamiliar local food in China. A relational model was analyzed where food safety and health consciousness were hypothesized to serve as background variables associated with TPB components. Moreover, the indirect effects of food safety and health consciousness on behavioral intentions were assessed. The data were collected through convenience samples from 462 Pakistani international students and were analyzed through partial least square structural equation modeling (PLS-SEM). The results confirmed that food safety and health consciousness were positively associated with attitude (ATT), subjective norm (SN), and perceived behavioral control (PBC). However, food safety and health consciousness were indirectly associated with the behavioral intention only through ATT and SN. The results highlighted the role of food safety and health consciousness as important antecedents of classical TPB components that affect intentions and behaviors to avoid unfamiliar local food in a migrated context. The present study provides enlightenment to those who aim to investigate the consumption behavioral intentions of sojourners in the wake of the pandemic situation based on food safety and health consciousness. The findings of the current study are also applicable to general consumption patterns in the food sector.

Intentions to Consume Sustainably Produced Fish: The Moderator Effects of Involvement and Environmental Awareness

The purpose of this study is to apply the conceptual framework of the theory of planned behavior (TPB) to explain the consumption of sustainable produced fish in Sweden. We seek to understand the moderating role of food product involvement and environmental awareness as extensions of traditional constructs such as attitudes, social norms, and perceived behavioral control. The data were derived from a representative sample of 1974 Swedish consumers. Structural equation modeling was applied to test the relationships between constructs and evaluate the reliability and the validity of the constructs. Attitudes had a significantly positive effect on intention to consume fish in general and sustainably produced fish in particular. Social norms had significantly positive effect on intention to consume fish in general, but no effect on intention to consume sustainably produced fish. Behavioral control had no effect on behavioral intention. Interestingly, involvement negatively moderated the effect of attitudes on both intention to consume more fish and to consume more sustainably produced fish. Environmental awareness also negatively moderated the effect of attitudes on intention to consume more sustainably produced fish. It seems that attempts to create food product involvement and environmental awareness among consumers may have the opposite effect—a boomerang effect—than what conventional wisdom and much of the research on fish consumption indicates. Theoretical and practical implications of the findings are discussed.