The purpose of this thesis is to further explore the existence and underlying factors of the ABG in more detail. As the field of sustainable food consumption plays a crucial role in reducing GHG emissions, this work is limited to the food retail sector. To further specify the research context, this thesis is based on the age cohort of Gen Z. In this respect, the intention is to understand what motivates members of Gen Z to consume sustainably. On the other hand, it aims to find out what factors prevent Gen Z from behaving in accordance with their sustainable motivation and attitude. Furthermore, as Gen Z members can be seen as future leaders and decision makers, it is particularly important and interesting to analyze the consumption behavior of this cohort in more detail. The results of this work are intended to contribute to a better understanding of the ABG among Gen Z members in the context of food consumption. From these findings, practical implications will be derived that can contribute to a greener future for the planet and help retailers and the government to better design point of sale (POS) interventions and other campaigns to increase sustainable shopping behavior among consumers. In addition, further areas of research can be identified that have the potential to expand the body of knowledge on sustainable food consumption.
Sustainability is probably the most discussed topic in recent times, and it is noticeable that it must be integrated into almost every aspect of life. It is evident that the population is increasingly adopting pro-environmental attitudes, but there is little change in their actual behavior. The resulting Attitude-Behavior-Gap can be observed in various consumption contexts, such as in food consumption. More precisely, the food system is responsible for 30 percent of greenhouse gas emissions, thus food consumption must become more sustainable to meet the climate goals. However, although the issue of sustainability in different consumption contexts is widely discussed, little is known about the drivers and barriers of sustainable food consumption, the reasons why an Attitude-Behavior-Gap occurs and how shoppers deal with it. Using a Grounded Theory approach, in-depth insights are gained from eleven interviews with a sample of Generation Z members. The main barriers to sustainable food consumption were found to be habitual buying, convenience, selfishness, and financial reasons.
Table of Contents
- Introduction
- Relevance of the Topic
- Purpose of this Work
- Structure and Methodological Procedure
- Theoretical Background
- Sustainable Consumption and the Special Case of Food Shopping
- Decision Making in the Process of Food Shopping
- Generation Z as Shoppers
- The Attitude-Behavior-Gap in Sustainable Consumption
- The Relationship between Attitudes and Behavior
- Definition and Existence of the Attitude-Behavior-Gap
- Reasons for Not Consuming Sustainably
- Consequences of the Attitude-Behavior-Gap and Ways to Bridge it
- Summary and Research Questions
- Methodology
- Basic Features of Grounded Theory
- Sampling
- Data Collection and Analysis
- Presentation and Interpretation of Results
- Category System
- Definition of Sustainable Consumption
- Drivers for a Positive Attitude towards Sustainable Consumption
- Internal Reasons for Counterattitudinal Behavior
- Habitual Buying
- Influence of Stress
- Personal Treat and Self-Care
- Convenience and not Wanting to Renounce
- Lack of Knowledge
- External Reasons for Counterattitudinal Behavior
- Lack of Information and Transparency
- Lack of Alternatives
- Costs of Sustainable Products
- Purchasing in Groups
- Participants' Ideas for Making Sustainable Consumption Easier
- Coping Mechanisms: How to Overcome Cognitive Dissonance
- Forgetting and Repressing
- Validating One's Own Behavior
- Denial of Accountability and Shifting of Responsibility
- Comparison and Identification with the Collective
- Denial of Control
- Summary of Key Findings
- Discussion
- Practical Implications and Further Research
Objectives and Key Themes
This thesis examines the Attitude-Behavior-Gap in the context of sustainable food consumption, particularly among Generation Z. The study aims to explore the reasons why shoppers, despite holding pro-environmental attitudes, often fail to translate these attitudes into sustainable consumption practices.
- Exploring the drivers and barriers of sustainable food consumption
- Identifying the reasons behind the Attitude-Behavior-Gap in sustainable consumption
- Investigating how shoppers cope with the cognitive dissonance arising from unsustainable purchasing behavior
- Analyzing the role of commitment in moderating the relationship between attitudes, behavior, cognitive dissonance, and coping mechanisms
- Contributing to the understanding of shoppers' difficulties with sustainable consumption and highlighting the importance of raising awareness to achieve behavioral change.
Chapter Summaries
- Introduction: This chapter introduces the topic of sustainability in consumption contexts, highlighting the growing concern over the gap between pro-environmental attitudes and actual behavior. It underscores the relevance of exploring the Attitude-Behavior-Gap, particularly in food consumption due to its significant environmental impact. The chapter outlines the purpose and structure of the research.
- Theoretical Background: This section lays the theoretical foundation for the study, examining the relationship between attitudes and behavior, defining the Attitude-Behavior-Gap, and exploring potential reasons for the gap in sustainable consumption. It also delves into the concept of cognitive dissonance and its role in influencing consumer behavior.
- Methodology: This chapter explains the methodological approach used in the research, including the grounded theory framework, sampling strategy, data collection techniques, and analysis methods.
- Presentation and Interpretation of Results: This chapter presents the key findings of the study, analyzing the internal and external factors that contribute to the Attitude-Behavior-Gap in sustainable food consumption. It explores the coping mechanisms employed by participants to manage cognitive dissonance arising from unsustainable purchases.
Keywords
The key terms and concepts explored in this thesis include Attitude-Behavior-Gap, sustainable food consumption, cognitive dissonance, coping strategies, and Generation Z. The research focuses on understanding the drivers and barriers to sustainable consumption, particularly within the food shopping context, and how these factors influence consumer behavior.
- Quote paper
- Anonym (Author), 2023, Why Shoppers Want to Consume Sustainably But Often Fail to Do So. Exploring the Attitude-Behavior-Gap, Munich, GRIN Verlag, https://www.grin.com/document/1361282
