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The Theory of Planned Behaviour and Food Choices: The Case of Sustainable pre-packed Salad

Author

Listed:
  • Stranieri, S.
  • Ricci, E.
  • Banterle, A.

Abstract

The demand for sustainable food products is in continuous growth. There are many different instruments that can be used in order to signal to consumers environmentally-friendly characteristics of food products, among which product labelling. Organic certification is probably the most well-known. Many studies have investigated consumer preferences towards organic products (Andersen, 2011; Bravo et al., 2013; Breustedt et al., 2011; Falguera et al., 2012; Gil et al., 2000; Gracia and De Magistris, 2008; Meike and Ulrich, 2014; Krystallis et al., 2006; Lee Wan-Chen et al., 2013). Despite the relevance of this aspect, other crucial labelled product attributes related to the sustainability have not yet been widely investigated (Bazoche et al., 2014; Govindasamy and Italia, 1998; Magnusson and Cranfiled, 2005; Yigezu et al., 2013). The paper aims at understanding the main factors affecting consumer purchase of products that report environmentally-friendly labelled features. The analysis refers to minimally processed pre-packed salad with environmental-friendly labelled characteristics related to integrated pest management. The Theory of Planned Behaviour (TPB) (Ajzen, 1985) represents the conceptual framework of this analysis. Purchases of such products show a steady upward trend in Italy (Freshfel, 2015). Most of the research about the food category of minimally processed vegetables focuses on microbiological quality, safety, processing and packaging issues (Fusi et al., 2016) . The analysis on the determinants affecting consumers preferences towards environmental characteristics of such products are still underdeveloped (Sillani and Nassivera, 2015). The paper is organized as follow. The next section will introduce the conceptual framework. Afterword, the methodology is presented. Results and some preliminary final remarks are placed at the end.

Suggested Citation

  • Stranieri, S. & Ricci, E. & Banterle, A., 2016. "The Theory of Planned Behaviour and Food Choices: The Case of Sustainable pre-packed Salad," 2016 International European Forum (151st EAAE Seminar), February 15-19, 2016, Innsbruck-Igls, Austria 244475, International European Forum on System Dynamics and Innovation in Food Networks.
    • Handle: RePEc:ags:iefi16:244475
    DOI: 10.22004/ag.econ.244475
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    References listed on IDEAS

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    1. Gil, Jose Maria & Gracia, Azucena & Sanchez Garcia, Mercedes, 2000. "Market Segmentation And Willingness To Pay For Organic Products In Spain," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 3(2), pages 1-20.
    2. Breustedt, Gunnar & Latacz-Lohmann, Uwe & Tiedemann, Torben, 2011. "Organic or conventional? Optimal dairy farming technology under the EU milk quota system and organic subsidies," Food Policy, Elsevier, vol. 36(2), pages 223-229, April.
    3. Pascale Bazoche & Pierre Combris & Eric Giraud-Héraud & Alexandra Seabra Pinto & Frank Bunte & Efthimia Tsakiridou, 2014. "Willingness to pay for pesticide reduction in the EU: nothing but organic?," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 41(1), pages 87-109, February.
    4. Yigezu A. Yigezu & Corinne E. Alexander & Paul V. Preckel & Dirk E. Maier & Linda J. Mason & Charles P. Woloshuk & John Lawrence & Dale J. Moog, 2013. "Integrated joint pest management strategies in the presence of control spillovers," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 40(5), pages 785-805, December.
    5. Erik Magnusson & J. A. L. Cranfield, 2005. "Consumer Demand for Pesticide Free Food Products in Canada: A Probit Analysis," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 53(1), pages 67-81, March.
    6. Ramu Govindasamy & John Italia, 1998. "A willingness-to-purchase comparison of integrated pest management and conventional produce," Agribusiness, John Wiley & Sons, Ltd., vol. 14(5), pages 403-414.
    7. Gracia, Azucena & de Magistris, Tiziana, 2008. "The demand for organic foods in the South of Italy: A discrete choice model," Food Policy, Elsevier, vol. 33(5), pages 386-396, October.
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    Cited by:

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    2. Julia Stössel & Rebecca Baumann & Elisabeth Wegner, 2021. "Predictors of Student Teachers’ ESD Implementation Intention and Their Implications for Improving Teacher Education," Sustainability, MDPI, vol. 13(16), pages 1-25, August.

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    Keywords

    Agribusiness; Food Consumption/Nutrition/Food Safety;

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