Sustainable food consumption behaviour: what really matters!
by Priyanka Garg; Ashish Kumar; Raj Kumar Mittal
International Journal of Sustainable Society (IJSSOC), Vol. 16, No. 2, 2024

Abstract: The present study investigates households' sustainable food consumption behaviour (SFCB) using the extended theory of planned behaviour (TPB) which incorporates three additional variables (environmental knowledge, personal norms, and product attributes) in the original TPB model. Using a self-administered questionnaire, data were collected from a sample of 440 Indian households, and hypotheses were tested using structural equation modelling (SEM). The results reveal a positive impact of additional factors on behavioural intention (BI), signifying that the TPB can be extended and utilised to determine households' SFCB. Product attributes emerge as the strongest predictor of SFCB followed by perceived behavioural control (PBC) whereas social norms' impact was found to be the weakest. The findings of the study could provide meaningful insights to producers, marketers, government agencies, and policymakers.

Online publication date: Wed, 03-Jul-2024

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