Behavioral insights into sustainable food consumption: A perspective from self-determination theory, theory of reasoned action, and environmental engagement.

Abstract

Despite efforts by governments and marketers, the dynamics of consumer attitudes and their impact on behavioral intentions toward sustainable food consumption (SFC) remain largely underexplored. This study applies self-determination theory (SDT) and the theory of reasoned action (TRA) to examine consumer motivation in purchasing and adopting sustainable food. Additionally, the moderating role of environmental engagement on consumers' attitudes is explored. A two-way randomized controlled experiment is employed under nudge absence and nudge presence conditions. The results revealed that nudges significantly enhance the influence of SDT on motivation. Attitudes and subjective norms are significant predictors of consumers' purchase intentions. This research represents a pioneering effort to bring together nudge theory, SDT, TRA, and environmental engagement, providing a fresh viewpoint on consumer behavioral intentions within the SFC.