SUSTAINABLE FOOD CONSUMPTION WITHIN THE SCOPE OF GREEN ECONOMY: A RESEARCH ON CONSUMER PERSPECTIVE

Yıl 2024, Sayı: Sustainability and Green Economics Special Issue, 74 - 92, 13.06.2024

Şirin Gizem Köse

https://doi.org/10.14780/muiibd.1462023

Öz

Sustainable production and consumption are one of the significant issues in the food industry, as in every field. Food industry which is so important for the survival of humanity, is also under the spotlight in terms of its effects on the environment. In this regard, the aim of this study is to address sustainable food consumption from the perspective of the consumer, one of the most important actors in the food consumption system. For this purpose, data was obtained using the in-depth interview technique. Research results show that barriers to sustainable food consumption are perceived expensiveness, lack of information, perceived greenwashing, low availability, perceived effort and living conditions, whereas drivers for sustainable food consumption are health and environmental consciousness, subjective norm and food involvement.

Anahtar Kelimeler

Sustainable Food Consumption, Sustainable Consumption, Consumer Behavior

Kaynakça

• Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
• Aji, H. M., & Sutikno, B. (2015). The extended consequence of greenwashing: Perceived consumer skepticism. International Journal of Business and Information, 10(4), 433.
• Akhondan, H., Johnson-Carroll, K., & Rabolt, N. (2015). Health consciousness and organic food consumption. Journal of Family & Consumer Sciences, 107(3), 27-32.
• Akturan, U. (2018). How does greenwashing affect green branding equity and purchase intention? Empirical research. Marketing Intelligence & Planning, 36(7), 809-824.
• Alam, S. S., Ahmad, M., Ho, Y. H., Omar, N. A., & Lin, C. Y. (2020). Applying an extended theory of planned behavior to sustainable food consumption. Sustainability, 12(20), 8394.
• Aschemann-Witzel, J., Gantriis, R. F., Fraga, P., & Perez-Cueto, F. J. (2021). Plant-based food and protein trend from a business perspective: Markets, consumers, and the challenges and opportunities in the future. Critical Reviews in Food Science and Nutrition, 61(18), 3119-3128.
• Aguirre Sánchez, L., Roa-Diaz, Z. M., Gamba, M., Grisotto, G., Moreno Londoño, A. M., Mantilla-Uribe, B. P., ... & Suggs, L. S. (2021). What influences the sustainable food consumption behaviors of university students? A systematic review. International journal of public health, 66, 1604149.
• Azzurra, A., Massimiliano, A., & Angela, M. (2019). Measuring sustainable food consumption: A case study on organic food. Sustainable production and consumption, 17, 95-107.
• Bina, O. (2013). The green economy and sustainable development: an uneasy balance? Environment and Planning C: Government and Policy, 31(6), 1023-1047.
• Bell, R., & Marshall, D. W. (2003). The construct of food involvement in behavioral research: scale development and validation☆. Appetite, 40(3), 235-244.
• Betzler, S., Kempen, R., & Mueller, K. (2022). Predicting sustainable consumption behavior: knowledge-based, value-based, emotional and rational influences on mobile phone, food and fashion consumption. International Journal of Sustainable Development & World Ecology, 29(2), 125-138.
• Bulut, Z. A., Özkaya, F. T., Karabulut, A. N., & Atağan, G. (2019). Gida ürünlerinin sürdürülebilir tüketimi bağlaminda tüketici tipolojisi geliştirme çalişmasi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 28(3), 73-90.
• Caprotti, F., & Bailey, I. (2014). Making sense of the green economy. Geografiska annaler: series B, Human geography, 96(3), 195-200.
• Castellini, G., Bryant, E. J., Stewart-Knox, B. J., & Graffigna, G. (2023). Development and validation of the psychological food involvement Scale (PFIS). Food Quality and Preference, 105, 104784.
• Chaaben, N., Elleuch, Z., Hamdi, B., & Kahouli, B. (2022). Green economy performance and sustainable development achievement: empirical evidence from Saudi Arabia. Environment, Development and Sustainability, 1-16.
• Chu, M., Anders, S., Deng, Q., Contador, C. A., Cisternas, F., Caine, C., ... & Lam, H. M. (2023). The future of sustainable food consumption in China. Food and Energy Security, 12(2), e405.
• deMarrais, K. B., & Lapan, S. D. (2003). Qualitative interview studies: Learning through experience. In Foundations for research (pp. 67-84). Routledge.
• Dreijerink, L., Handgraaf, M., & Antonides, G. (2022). The impact of personal motivation on perceived effort and performance of pro-environmental behaviors. Frontiers in Psychology, 13, 977471.
• Dogaru, L. (2021, January). Green economy and green growth—Opportunities for sustainable development. In Proceedings (Vol. 63, No. 1, p. 70). MDPI.
• Feil, A. A., da Silva Cyrne, C. C., Sindelar, F. C. W., Barden, J. E., & Dalmoro, M. (2020). Profiles of sustainable food consumption: Consumer behavior toward organic food in the southern region of Brazil. Journal of Cleaner Production, 258, 120690.
• Fischer, M., Foord, D., Frecè, J., Hillebrand, K., Kissling-Näf, I., Meili, R., ... & Stucki, T. (2023). Sustainable consumption. In Sustainable Business: Managing the Challenges of the 21st Century (pp. 105-116). Cham: Springer International Publishing.
• Gathen, C., & Praxmarer-Carus, S. (2020). Is effort required by a green behavior always negative? The moderating effect of male gender identification strength. NA—Advances in Consumer Research, 48.
• Güneş, E., Keskin, B., & Kıymaz, T. (2014). Gıda Sanayiinde Yeşil Ekonomi ve Uygulamaları. XI. Tarım Ekonomisi Kongre Kitabı, 1528-1532.
• Güneş, E., & Karakaş, T. (2022). Tarım ve gıda sistemlerinde sürdürülebilirlik yaklaşımları. Journal of Academic Value Studies, 8(3), 304-316.
• Gürler, B., & Nart, S. (2019). Sağlikli Ve Sürdürülebilir Gida Tüketimine Yönelik Bilinç-Tutum İlişkisinde Sağlikli Yaşam Tarzinin Aracilik Rolü. Usak University Journal Of Social Sciences/Uşak Üniversitesi Sosyal Bilimler Dergisi, 12.
• Han, Y., & Hansen, H. (2012). Determinants of sustainable food consumption: a meta-analysis using a traditional and a structural equation modeling approach. International Journal of Psychological Studies, 4(1), 22.
• Hong, H. (2009). Scale development for measuring health consciousness: Re-conceptualization. that Matters to the Practice, 212.
• Huang, Z., Zhu, Y. D., Deng, J., & Wang, C. L. (2022). Marketing healthy diets: the impact of health consciousness on Chinese consumers’ food choices. Sustainability, 14(4), 2059.
• Jaini, A., Quoquab, F., Mohammad, J., & Hussin, N. (2020). “I buy green products, do you…?” The moderating effect of eWOM on green purchase behavior in Malaysian cosmetics industry. International Journal of Pharmaceutical and Healthcare Marketing, 14(1), 89-112.
• Jaiswal, J., & Aagja, J. Influence of scarcity and environmental consciousness on food waste behavior. Journal of Consumer Behaviour.
• Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic management review, 3(1-2), 128-143.
• Kadioğlu, S., & Kaya, P. S. (2022). Çevresel Ve Sağlikli Beslenme: Sürdürülebilir Diyetler. Samsun Sağlık Bilimleri Dergisi, 7(1), 29-46.
• Korkmaz, S., & Sertoğlu, A. (2013). Genç Tüketicilerin Sürdürülebilir Gida Tüketimi Davranişinin Güven Ve Değerlere Dayanan Planli Davraniş Teorisi Kapsaminda Tartişilmasi. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 31(1), 127-152.
• Leonidou, C. N., & Skarmeas, D. (2017). Gray shades of green: Causes and consequences of green skepticism. Journal of business ethics, 144, 401-415.
• Loiseau, E., Saikku, L., Antikainen, R., Droste, N., Hansjürgens, B., Pitkänen, K., ... & Thomsen, M. (2016). Green economy and related concepts: An overview. Journal of Cleaner Production, 139, 361-371.
• Mensah, K., Wieck, C., & Rudloff, B. (2024). Sustainable food consumption and Sustainable Development Goal 12: Conceptual challenges for monitoring and implementation. Sustainable Development, 32(1), 1109-1119.
• Moser, A. K. (2016). Consumers' purchasing decisions regarding environmentally friendly products: An empirical analysis of German consumers. Journal of Retailing and Consumer Services, 31, 389-397.
• Nguyen, H. V., Nguyen, N., Nguyen, B. K., & Greenland, S. (2021). Sustainable food consumption: Investigating organic meat purchase intention by Vietnamese consumers. Sustainability, 13(2), 953.
• Oslo Roundtable on Sustainable Production and Consumption (1994). The Imperative of Sustainable Production and Consumption. Available online at: https://enb.iisd.org/consume/oslo004.html 11 Şubat 2024 tarihinde erişildi).
• Özçağ, M., & Hotunluoğlu, H. (2015). Kalkınma anlayışında yeni bir boyut: Yeşil ekonomi. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, 13(2), 303-324.
• Panatsa, V. M., & Malandrakis, G. (2024). Greek primary school students’ moral judgments and motives about sustainable food consumption. Cleaner and Responsible Consumption, 12, 100173.
• Phan, T. X. D. (2024). Understanding the acquisition, usage, and disposal behaviours in sustainable food consumption: A framework for future studies. Cleaner and Responsible Consumption, 12, 100162.
• Ran, Y., Lewis, A. N., Dawkins, E., Grah, R., Vanhuyse, F., Engström, E., & Lambe, F. (2022). Information as an enabler of sustainable food choices: A behavioural approach to understanding consumer decision-making. Sustainable Production and Consumption, 31, 642-656.
• Reisch, L., Eberle, U., & Lorek, S. (2013). Sustainable food consumption: an overview of contemporary issues and policies. Sustainability: Science, Practice and Policy, 9(2), 7-25.
• Singh, S., & Banerjee, S. (2024). Examining the effects of fear of missing out on sustainable food consumption: a social identity perspective. Asia Pacific Journal of Marketing and Logistics.
• Stewart, C.J., & Cash, W.B. Jr. (2003). Interviewing: Principles and practices. New York: McGraw-Hill.
• Sun, Y., & Shi, B. (2022). Impact of greenwashing perception on consumers’ green purchasing intentions: A moderated mediation model. Sustainability, 14(19), 12119.
• Szalonka, K., Stańczyk, E., Gardocka-Jałowiec, A., Waniowski, P., Niemczyk, A., & Gródek-Szostak, Z. (2021). Food choices and their impact on health and environment. Energies, 14(17), 5460.
• Sustainable Development Commission (2009). Setting the Table: Advice to Government on Priority Elements of Sustainable Diet. SDC, London. https://www.sd-commission.org.uk/publications.php@id=1033.html.
• Özkaya, F.T., Durak, M. G., Doğan, O., Bulut, Z. A., & Haas, R. (2021). Sustainable consumption of food: Framing the concept through Turkish expert opinions. Sustainability, 13(7), 3946.
• UNEP. 2011. Pathways to Sustainable Development and Poverty Eradication, https://www.unep.org/explore-topics/green-economy/about-green-economy retrieved 03.03.2024.
• Uslu, F., & Demir, E. (2023). Nitel bir veri toplama tekniği: Derinlemesine görüşme. Hacettepe Üniversitesi Edebiyat Fakültesi Dergisi, 40(1), 289-299.
• Vassallo, M., Scalvedi, M. L., & Saba, A. (2016). Investigating psychosocial determinants in influencing sustainable food consumption in Italy. International Journal of Consumer Studies, 40(4), 422-434.
• Verain, M. C., Dagevos, H., & Antonides, G. (2015). Sustainable food consumption. Product choice or curtailment?. Appetite, 91, 375-384.
• Vermeir, I., & Verbeke, W. (2006). Sustainable food consumption: Exploring the consumer “attitude–behavioral intention” gap. Journal of Agricultural and Environmental ethics, 19, 169-194.
• Vermeir, I., & Verbeke, W. (2008). Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values. Ecological economics, 64(3), 542-553.
• Vermeir, I., Weijters, B., De Houwer, J., Geuens, M., Slabbinck, H., Spruyt, A., ... & Verbeke, W. (2020). Environmentally sustainable food consumption: A review and research agenda from a goal-directed perspective. Frontiers in Psychology, 11, 1603.
• Vilkaite-Vaitone, N. (2024). From Likes to Sustainability: How Social Media Influencers Are Changing the Way We Consume. Sustainability, 16(4), 1393.
• Wu, Y., Yang, S., & Liu, D. (2023). The effect of social media influencer marketing on sustainable food purchase: perspectives from multi-group SEM and ANN analysis. Journal of Cleaner Production, 416, 137890.
• Yamoah, F. A., & Acquaye, A. (2019). Unravelling the attitude-behaviour gap paradox for sustainable food consumption: Insight from the UK apple market. Journal of cleaner production, 217, 172-184.
• Yerlikaya, B. (2022). Yeşil Ekonomiye Geçiş Kadinlarin İstihdama Katilimi İçin Kriz Mi Firsat Mi?: Toplumsal Cinsiyet Eşitliği Bağlaminda Yeşil İşler. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 44(1), 137-161.
• Yıldırım, A. & Şimşek, H. (2011). Sosyal bilimlerde nitel araştırma yöntemleri. Ankara: Seçkin Yayıncılık.
• Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187, 740-750.