Sustainable Food Consumption in Germany

Sammanfattning: Purpose – The purpose of this paper is to study what influences consumers’ intention to buy sustainable food products in Germany by applying an extended model of the theory of planned behavior (TPB). Methodology – A questionnaire was developed based on previous research and the answers from a focus group. Data from 218 respondents were collected through convenient sampling by sharing the survey online on social media. The relationships between the variables environmental knowledge, sustainability concern, attitude, subjective norms, perceived behavioral control and intention were analyzed using structural equation modeling (SEM). By conducting a focus group beforehand, the aspects of the variable sustainability concern were constructed. Findings – The proposed model revealed a strong positive relationship between attitude and intention. Moreover, attitude is positively influenced by environmental knowledge and sustainability concern and thus, is an important mediator. Furthermore, a positive effect of sustainability concern on subjective norms was identified and an indirect effect of sustainability concern on intention was found. No significant relationship was found between sustainability concern and perceived behavioral control, and between subjective norms, perceived behavioral control, environmental knowledge and intention. Nevertheless, the proposed model explained 74% of the variance of the construct intention to purchase sustainable food products. Limitations – Due to the application of a non-probability sample, the findings are not generalizable to the German population. However, the findings are appropriate to explore variables which determine consumers’ intention to buy sustainable food products. Another constraint is the limited capacity to reflect people’s real level of the variables environmental knowledge and sustainability concern which provides room for improvement. Implications – Environmental knowledge and sustainability concern are affecting attitude which is found to be the greatest determinant of intention in our model. Therefore, it is of great importance to educate people about sustainability issues in order to enhance their knowledge and concern and thus positively impact their attitude toward sustainable food consumption. In turn, their intention to buy sustainable alternatives is influenced which is the best predictor of behavior. The findings can give policymakers, marketers and industry practitioners the insights necessary to develop more effective strategies that can foster the field of sustainable food consumption.