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
1 Introduction
1.1 Relevance of the Topic
1.2 Purpose of this Work
1.3 Structure and Methodological Procedure
2 Theoretical Background
2.1 Sustainable Consumption and the Special Case of Food Shopping
2.2 Decision Making in the Process of Food Shopping
2.3 Generation Z as Shoppers
2.4 The Attitude-Behavior-Gap in Sustainable Consumption
2.4.1 The Relationship between Attitudes and Behavior
2.4.2 Definition and Existence of the Attitude-Behavior-Gap
2.4.3 Reasons for Not Consuming Sustainably
2.4.4 Consequences of the Attitude-Behavior-Gap and Ways to Bridge it
2.5 Summary and Research Questions
3 Methodology
3.1 Basic Features of Grounded Theory
3.2 Sampling
3.3 Data Collection and Analysis
4 Presentation and Interpretation of Results
4.1 Category System
4.2 Definition of Sustainable Consumption
4.3 Drivers for a Positive Attitude towards Sustainable Consumption
4.4 Internal Reasons for Counterattitudinal Behavior
4.4.1 Habitual Buying
4.4.2 Influence of Stress
4.4.3 Personal Treat and Self-Care
4.4.4 Convenience and not Wanting to Renounce
4.4.5 Lack of Knowledge
4.5 External Reasons for Counterattitudinal Behavior
4.5.1 Lack of Information and Transparency
4.5.2 Lack of Alternatives
4.5.3 Costs of Sustainable Products
4.5.4 Purchasing in Groups
4.6 Participants’ Ideas for Making Sustainable Consumption Easier
4.7 Coping Mechanisms: How to Overcome Cognitive Dissonance
4.7.1 Forgetting and Repressing
4.7.2 Validating One’s Own Behavior
4.7.3 Denial of Accountability and Shifting of Responsibility
4.7.4 Comparison and Identification with the Collective
4.7.5 Denial of Control
4.8 Summary of Key Findings
5 Discussion
6 Practical Implications and Further Research
7 Conclusion and Critical Reflection
Objectives & Core Topics
This thesis aims to explore the phenomenon of the Attitude-Behavior-Gap (ABG) among members of Generation Z within the context of sustainable food consumption. The primary research goal is to identify the drivers and barriers that lead to this discrepancy, while also examining the cognitive dissonance experienced by shoppers and the specific coping mechanisms they employ to navigate their unsustainable purchase decisions.
- Analysis of sustainable consumption drivers and barriers among Gen Z.
- Examination of the Attitude-Behavior-Gap in the food retail sector.
- Exploration of cognitive dissonance and associated psychological coping strategies.
- Evaluation of the role of social bubbles and internal versus external influence factors.
- Derivation of practical implications for retailers and policy-makers to facilitate sustainable behavior.
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1.1 Relevance of the Topic
It is not surprising news that climate change is the most discussed and central environmental issue in the 21st century (Wyss et al., 2022, p. 1). But while the debate about sustainability has gained momentum in recent years, the discussion about the limits of our planet is not new. Fifty years ago, the Club of Rome’s report on “The Limits to Growth” (Meadows et al., 1972), highlighted the dramatic consequences that the world’s population would face if the idea of growth were to continue. Today, the United Nations’ Emissions Gap Report (United Nations Environment Programme, 2022, p. 32) states that at least 45 percent of emissions must be avoided to meet the Paris climate goals. This will require a rapid transformation of societies – and given that this transformation has not begun 50 years ago, there is not much time left.
Consumers themselves play a key role in this regard since they need to turn their consumption habits away from mass consumption and towards more conscious and sustainable consumption. But contrary to what many people assume, this is not just about areas of life such as tourism or the consumption of luxury goods. Research has shown that food production and consumption is one of the main drivers of rising greenhouse gas (GHG) emissions worldwide. More specifically, the food system is responsible for 30 percent of total GHG emissions (Camilleri et al., 2019, p. 53; United Nations Environment Programme, 2022, p. 54).
Summary of Chapters
1 Introduction: Provides the context of the climate crisis, establishes the importance of sustainable food consumption, and introduces the focus on Generation Z and the Attitude-Behavior-Gap.
2 Theoretical Background: Reviews existing concepts of sustainable consumption, food shopping decision-making, Generation Z characteristics, and theories explaining the Attitude-Behavior-Gap.
3 Methodology: Details the qualitative research approach based on Grounded Theory, including sampling of Gen Z participants and the interview-based data collection process.
4 Presentation and Interpretation of Results: Analyzes findings regarding consumption drivers, barriers, and the various internal and external coping mechanisms used by participants to resolve cognitive dissonance.
5 Discussion: Synthesizes the empirical findings with established literature, confirming or extending existing theories on commitment and cognitive dissonance in consumption behavior.
6 Practical Implications and Further Research: Suggests strategies for education and point-of-sale transparency to help close the gap for shoppers, while identifying future research areas like food delivery apps.
7 Conclusion and Critical Reflection: Summarizes the study’s findings on the complexity of the ABG and provides a reflective outlook on the necessity of moving beyond mere intention towards real behavioral change.
Keywords
Attitude-Behavior-Gap, Sustainable Food Consumption, Generation Z, Grounded Theory, Cognitive Dissonance, Coping Mechanisms, Habitual Buying, Sustainability, Consumer Behavior, Food Retail, Point of Sale, Environmental Impact, Intrinsic Motivation, Extrinsic Drivers, Social Bubbles.
Frequently Asked Questions
What is the core focus of this research?
The research focuses on understanding why members of Generation Z often fail to act sustainably in their food purchases, despite expressing pro-environmental attitudes, an inconsistency known as the Attitude-Behavior-Gap.
What are the primary themes investigated?
Key themes include the drivers of sustainable attitudes, barriers to sustainable purchasing, the manifestation of cognitive dissonance, and the various coping mechanisms used by consumers to reconcile these gaps.
What is the research goal of this thesis?
The primary goal is to gain an in-depth understanding of the factors that prevent Gen Z from behaving in accordance with their sustainable values and to provide insights into their emotional and mental state regarding food choices.
Which methodology was applied?
The study utilizes a qualitative approach based on Grounded Theory, conducting eleven in-depth, open-ended interviews with Generation Z members.
What topics are covered in the main section?
The main part covers the category system for results, specific internal reasons like habitual buying and stress, external barriers such as lack of information and costs, and a detailed exploration of psychological coping mechanisms.
How is this paper characterized through keywords?
The study is characterized by terms like Attitude-Behavior-Gap, Sustainable Food Consumption, Generation Z, Grounded Theory, Cognitive Dissonance, and Coping Mechanisms.
Why are coping mechanisms used by the participants?
Participants use coping mechanisms to resolve the uncomfortable feeling of cognitive dissonance that arises when their actions (unsustainable buying) contradict their beliefs (pro-environmental attitudes).
What role does the 'social bubble' play in this context?
Social bubbles provide a sense of security and validation for the participants, but they also act as a filter that restricts perspective-taking and reinforces existing shopping patterns.
What conclusion does the author draw about commitment?
The author concludes that commitment acts as a critical moderator; higher levels of intrinsic commitment lead to more sustainable behavior, whereas lower, extrinsic-driven commitment is linked to more superficial sustainable efforts.
How can the identified gap be bridged according to the findings?
Bridging the gap requires a combination of increased consumer education and improved transparency at the point of sale, coupled with a deeper, individual commitment to sustainability that goes beyond current trend-based behaviors.
- Citar trabajo
- Anonym (Autor), 2023, Why Shoppers Want to Consume Sustainably But Often Fail to Do So. Exploring the Attitude-Behavior-Gap, Múnich, GRIN Verlag, https://www.grin.com/document/1361282
