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Article

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

by 1,* and 2
1
Institute for International Marketing Management, Vienna University of Economics and Business, 1020 Vienna, Austria
2
Institute of Psychology, University of Graz, 8010 Graz, Austria
*
Author to whom correspondence should be addressed.
Academic Editors: Oliver Meixner, Petra Riefler and Karin Schanes
Sustainability 2021, 13(15), 8377; https://doi.org/10.3390/su13158377
Received: 29 June 2021 / Revised: 22 July 2021 / Accepted: 25 July 2021 / Published: 27 July 2021
(This article belongs to the Special Issue Sustainable Consumer Behavior and Food Marketing)
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. View Full-Text
Keywords: carbon-friendly food; theory of planned behavior; emotions carbon-friendly food; theory of planned behavior; emotions
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MDPI and ACS Style

Penz, E.; Hofmann, E. What Stirs Consumers to Purchase Carbon-Friendly Food? Investigating the Motivational and Emotional Aspects in Three Studies. Sustainability 2021, 13, 8377. https://doi.org/10.3390/su13158377

AMA Style

Penz E, Hofmann E. What Stirs Consumers to Purchase Carbon-Friendly Food? Investigating the Motivational and Emotional Aspects in Three Studies. Sustainability. 2021; 13(15):8377. https://doi.org/10.3390/su13158377

Chicago/Turabian Style

Penz, Elfriede, and Eva Hofmann. 2021. "What Stirs Consumers to Purchase Carbon-Friendly Food? Investigating the Motivational and Emotional Aspects in Three Studies" Sustainability 13, no. 15: 8377. https://doi.org/10.3390/su13158377

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