Abstract

Existing research on the use of sustainability information in food choices often relies on self-report data. Research that uses direct product choice methodology provides information on sustainability through product attributes associated with quality rather than direct environmental impact. These studies find that specific attributes such as organic status and country of origin affect consumer choice, but participants prioritize price and other quality information (Meise et al., 2014; Tait et al., 2019). By clearly indicating sustainability in a product choice task while varying price, the present study attempted to address these shortcomings and assess the relationship between price and sustainable food purchases. The role of other factors influencing sustainable product choices, including climate change beliefs and individual efficacy, was explored. Two hundred US adult participants completed a survey assessing cereal product choice based on sustainability information alongside climate change beliefs, product preferences, and demographic variables. Results revealed that participants who reported higher individual efficacy and those whose preferred price matched their assigned price condition were more likely to choose the sustainable product. However, no significant relationships were found between sustainable product choice and demographic variables such as age, education, political affiliation, or income. These findings suggest that price and individuals' perceived ability to make a difference are more significant in sustainable choices than their demographic characteristics and beliefs in climate change.

Advisor

Clayton, Susan

Department

Psychology

Disciplines

Psychology

Keywords

climate change, sustainability, individual efficacy, consumer behavior

Publication Date

2024

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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© Copyright 2024 Ethan B. Treadwell