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As part of diminishing climate change, food consumption needs to be addressed to reduce greenhouse gases. In order to change food consumption habits to carbon-friendly eating patterns, consumers may be targeted by information campaigns and legal regulation. The current paper studies consumers’ diets and food purchase behavior. In particular, it aim...
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Context 1
... list of emotions differentiates between primary, secondary and tertiary emotions [7], whereby a number of emotions on the tertiary level (e.g., arousal, desire, lust, passion, infatuation) comprises one emotion on the secondary level (e.g., lust) and similarly, a number of emotions on the secondary level (e.g., affection, lust, longing) comprises one emotion on the primary level (e.g., love). For all emotions on the primary and secondary level [7], see Table 1. In the current study, we focus on these emotions, specifically on emotions on the primary and secondary levels, following other research in consumer behavior that highlights this systematization [25,26]. ...Citations
... Various measures can succeed in contributing to an agri-food system transition towards more organic farming and less meat production. Informational campaigning on environmental damage of animal products-especially meat-can improve customer awareness (Stoll-Kleemann and Schmidt 2017;Bonnet et al. 2020;Penz and Hofmann 2021;Michalke et al. 2022), but for a significant reduction of meat consumption for the society as a whole, informational strategies are not an effective tool (Zur and Klöckner 2014;Sanchez-Sabate and Sabate 2019). In particular, policy measures based on TCA can create incentives for a transformation of agri-food systems (Pretty et al. 2010;Eyhorn et al. 2019;Michalke et al. 2022) including regulatory and legal measures, advisory and institutional measures, and economic incentives (Pretty et al. 2010). ...
Current crises (i.e., climate crisis, COVID-19 pandemic, Russian invasion of Ukraine, and the resulting energy and food shortages) indicate the need for robust, and sustainable supply chains with regional food production and farmland to secure food supply in the European Union (EU). Recent research shows that organic food is more resilient to supply chain disruptions and price fluctuations. In this context, we examine an approach for the sustainable and resilient transformation of agri-food networks: can an adaptation of value added tax (VAT) levels work as a financial incentive to amplify resilient agricultural practices and sustainable dietary patterns? Within the setting of the amendment of the European framework directive on the use of VAT in 2022, we model the effects of adapting the current German VAT system by (1) reducing VAT on organic vegetarian food to 0% and (2) raising VAT on conventional meat and fish to 19%. Based on historical data on organic sales shares and price elasticities, we project sales shares differentiated by product group for each scenario. Then, we calculate expected tax revenues, changes in consumption patterns, and arising total external climate costs in Germany for both scenarios. Our results show that the overall consumption share of organic food would increase by 21.83% due to the modeled VAT reform compared to the status quo. Despite the VAT reduction to 0% on organic vegetarian products, the measure would yield €2.04 billion in extra tax revenues in Germany per year due to the increased taxation on conventional meat products. We find that annual environmental costs of €5.31 billion can be avoided as a result of lower external climate costs of organic and vegetarian food. Therefore, adjusting VAT rates in the food market can be a political instrument to drive organic food consumption and reduce animal livestock. This supports re-territorialization of agriculture and a more sustainable and resilient European food supply.
... The result satisfies earlier studies such as Candra et al. (2022) who identified a significant connection between PEM, NEM and behavioural intention in the case of coffee shop visitors in Indonesia. The researcher Penz, Hofmann (2021) and Odou and Schill (2020) also found similar findings for carbon eco-friendly foods. Likewise, Ferreira et al. (2017) revealed a significant connection between PE and impulse purchases for retail products. ...
The research intends to identify the predictors of impulsive hotel consumption behaviour among tourism for a live-streaming e-commerce context in Malaysia. The research also examines the moderating relationship of impulsive consumption tendency in the same perspective. This research developed the customer affecting predictor model of live streaming e-commerce on the basis of the cognitive emotion theory (CET) and Theory of pleasure-arousal dominance (PAD). In an online cross-sectional research design, the study collected 430 responses selected randomly and analysed applying Structural Equation Modelling (SEM) using AMOS 26. The outcome of the research confirms that live streaming features, representational delight, positive emotion, negative emotion, usage intention, and pleasure, are the factors that influence impulsive hotel consumption significantly except arousal. The study results confirmed impulsive consumption tendency as moderator. The study suggests some implications at the end.
... Consumers believe they can contribute to solutions for environmental problems by changing their personal consumption habits (Kabadayı et al., 2015). Penz and Hofmann (2021) suggested that consumers may help reduce their general carbon footprint by consuming more plant-based products, local foods with eco-friendly packaging and less processed foods. Plant-based food is viewed as a substitute for meat intake among consumers who are sensitive to the environmental concerns (Kopplin and Rausch, 2022). ...
Purpose
Amidst pressing environmental concerns, the service industry has increased its focus on sustainable production and consumption patterns. This study aims to explore whether Generation Z’s perceived value of plant-based food influences feelings of guilt as a result of consuming meat instead of plant-based food and/or pride from consuming plant-based foods, which might then lead to decisions to purchase alternative plant-based products at restaurants.
Design/methodology/approach
A survey was conducted measuring a range of variables and their relationships. The hypothesized model was tested using covariance-based structural equation modeling.
Findings
Results showed that perceived social value significantly influenced guilt and pride with perceived emotional value only influencing pride. Both guilt and pride significantly influenced the decision to switch eating patterns from conventional meat to plant-based protein at restaurants. And, finally, environmental concern significantly moderated the effect of emotional value on guilt.
Practical implications
To achieve sustainable goals, food producers should promote plant-based menu items by increasing the awareness of social approval through marketing communications.
Originality/value
This study bridges a gap in the literature by investigating how consumers’ perceived value affects their anticipated emotional feelings of guilt and pride leading to the switch from meat-based to plant-based diets at restaurants.
... Aspects such as the loss of income, the opportunity cost of time, and supply chain disruptions have also impacted consumption patterns. These factors, alongside media coverage within both mainstream media and on social media platforms, also served to push trends such as buying local [41][42][43][44]. ...
This study provides insights and best-practice recommendations for marketing managers in the US food retail sector and the horticultural industry. An online survey distributed via a crowdsourcing platform in 2021 aimed to explore the factors that explained the intentions of US consumers to purchase locally grown apples. The Theory of Planned Behavior was used as a conceptual framework to shape the proposed model. The results emphasize the importance of behav-ioral, normative and control beliefs as important factors towards attitudes. Subjective norms and perceived behavioral control were also found to be key drivers in understanding behavioral intention. All concepts, with the exception of perceived behavioral control, were found to be significant behavioral predictors.
... Aspects such as the loss of income, the opportunity cost of time, and supply chain disruptions have also impacted consumption patterns. These factors, alongside media coverage within both mainstream media and on social media platforms, also served to push trends such as buying local [41][42][43][44]. ...
This study provides insights and best-practice recommendations for marketing managers in the US food retail sector and the horticultural industry. An online survey distributed via a crowdsourcing platform in 2021 aimed to explore the factors that explained the intentions of US consumers to purchase locally grown apples. The Theory of Planned Behavior was used as a conceptual framework to shape the proposed model. The results emphasize the importance of behavioral, normative and control beliefs as important factors towards attitudes. Subjective norms and perceived behavioral control were also found to be key drivers in understanding behavioral intention. All concepts, with the exception of perceived behavioral control, were found to be significant behavioral predictors.
... The present research results do not confirm these findings in part due to the explorative nature of the research, but this also opens up a new avenue for future research on moderating the role of awareness in the relationship between attitudes and behavior. The results of the study confirm previous findings that there is no significant relation between knowledge or concern regarding environmental issues and readiness for paying extra for carbon-friendly products [69]. Present results demonstrate that there is a significant relation between attitudes and behavior, while there is no significant relation between awareness and attitudes nor between awareness and behavior. ...
The research examines Generation Z’s (Gen Z’s) attitudes, behavior and awareness regarding sustainability-oriented products in two European countries, located in the region of Western Balkans, Bosnia–Herzegovina and Serbia. The research deploys generational cohort theory (GCT) and a quantitative analysis of primary data collected through an online questionnaire among 1338 primary, high school and university students, all belonging to Generation Z. It deploys a Confirmatory Factor Analysis (CFA) by running both Maximum Likelihood (ML) and Markov Chain Monte Carlo (MCMC) procedures, the latter being suitable for binary variables, which have been deployed in the study. The results of MLCFA provide evidence that there is a statistically significant and relatively strong relation between sustainability and circular economy attitudes (SCEA) and sustainability and circular economy behavior (SCEB), while there is a statistically insignificant and relatively weak relation between sustainability and circular economy behavior (SCEB) and circular economy awareness (CEW). The results of the BCFA, which is based on MCMC procedure, are similar to the results based on a rather commonly used MLCFA procedure. The results also confirm that Gen Z knows more about the companies which recycle products than it does about the CE as a concept, while the vast majority is concerned about the future of the planet and is motivated to learn more about the CE through CE and various awareness-raising measures.
... Inducing consumers to purchase eco-friendly food is essential to reduce greenhouse gas emissions. In order to change food consumption habits toward a more environmentally friendly eating pattern, the study of Penz and Hofmann [6] analyzed consumers' motivational and emotional aspects that influence their food purchase behavior. The qualitative, motivational part of the study found that ethical concerns and personal health cautiousness are the main drivers. ...
The global food system accounts for emissions amounting up to 18 Gt CO2 equivalent per year, representing 34% of total GHG emissions [...]
