Title: Sustainable food consumption behaviour: what really matters!

Authors: Priyanka Garg; Ashish Kumar; Raj Kumar Mittal

Addresses: University School of Management Studies, Guru Gobind Singh Indraprastha University, Sector-16C, Dwarka, New Delhi, 110078, India ' University School of Management Studies, Guru Gobind Singh Indraprastha University, Sector-16C, Dwarka, New Delhi, 110078, India ' Chaudhary Bansi Lal University, Hansi Road, Bhiwani, 127021, Haryana, India

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.

Keywords: attitude; behavioural intention; BI; consumption; environmental knowledge; norms; perceived behavioural control; PBC; product attributes; sustainable food consumption behaviour; SFCB; theory of planned behaviour; structural equation modelling; SEM.

DOI: 10.1504/IJSSOC.2024.139496

International Journal of Sustainable Society, 2024 Vol.16 No.2, pp.125 - 149

Received: 31 Mar 2022
Received in revised form: 03 Aug 2022
Accepted: 27 Oct 2022
Published online: 03 Jul 2024 *

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