Quotation Penz, Elfriede, Hofmann, Eva. 2021. What Stirs Consumers to Purchase Carbon-Friendly Food? Investigating the Motivational and Emotional Aspects in Three Studies. Sustainability. 13 (8377)




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 aims to understand consumers’ motivational and emotional aspects that influence their behavior. Study 1, an interview study, aims to understand the development of and motivations for climate-friendly nutrition. Identifying eco-friendly motives also revealed that emotions seem to play an important role in nutrition and the purchase of climate-friendly products. Study 2 aims at identifying consumers’ positive and negative emotions when it comes to consuming carbon-friendly food. Again, qualitative interviews revealed a variety of positive and negative emotions. Study 3 quantitatively tested the theory of planned behavior, including positive and negative emotions and predicted carbon-friendly food purchases. The results show that attitudes, perceived behavioral control and positive emotions predict carbon-friendly food purchases. Derived from these findings, recommendations for information campaigns and legislation to foster carbon-friendly food purchases are presented.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Sustainability
Citation Index SSCI
WU-Journal-Rating new STRAT-C
Language English
Title What Stirs Consumers to Purchase Carbon-Friendly Food? Investigating the Motivational and Emotional Aspects in Three Studies
Volume 13
Number 8377
Year 2021
Reviewed? Y
URL https://www.mdpi.com/2071-1050/13/15/8377
DOI https://doi.org/10.3390/su13158377
Open Access Y
Open Access Link https://www.mdpi.com/1204924


Penz, Elfriede (Details)
Hofmann, Eva (Former researcher)
Institute for International Marketing Management IN (Details)
Competence Center for Empirical Research Methods WE (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5300 Economics (Details)
5320 Marketing (Details)
5321 Market research (Details)
5502 Occupational-, industrial psychology (Details)
5517 Organisational psychology (Details)
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