Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values

This study investigates determinants of sustainable food consumer behaviour in Belgium. To gain a better insight in sustainable consumption, a study was conducted in which attitudes and behaviour as well as the role of individual characteristics like confidence and values related to sustainable products are analyzed. The focus of the analysis is on exploring the influence of determinants as hypothesised by the theory of planned behaviour (TPB) - attitudes, perceived behavioural control, social norms - on sustainable consumption intention in general, and specifically depending on consumer's perceived confidence and personal values. The empirical research builds on a survey with a sample of 456 young adults using a questionnaire and showing an advertisement for hypothetical sustainable dairy products. Stepwise multiple regression models showed that 50% of the variance in intention to consume sustainable dairy was explained by the combination of personal attitudes, perceived social influences, perceived consumer effectiveness and perceived availability. In addition, different levels of confidence and value orientation yield different strengths of the determinants. The findings yield public policy and marketing recommendations for stimulating sustainable food consumption among young adults.