Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/107785
Authors: 
von Meyer-Höfer, Marie
Juarez Tijerino, Andrea Maria
Spiller, Achim
Year of Publication: 
2015
Series/Report no.: 
GlobalFood Discussion Papers 60
Abstract: 
This study examines sustainable food consumption in China and India, based on online consumer survey data. It explores which factors influence sustainable food consumption in these countries, based upon a model related to the Theory of Planned Behaviour. Structural equation modelling is used for the analysis and comparison of both countries. Among the similarities found are the significant influence of subjective norms on intention towards sustainable food consumption and the influence of perceived consumer effectiveness on sustainable food consumption behaviour. Price is identified as a barrier to sustainable food consumption. Based on these findings policy and marketing implications are given.
Subjects: 
sustainable food consumption
consumer behaviour
partial least squares
China
India
JEL: 
Q13
Q18
Q19
Document Type: 
Working Paper

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