Can Consumers Do It All? An Exploration of Factors that Influence the Purchase of Sustainable Palm Oil Products

ABSTRACT Green consumption refers to consumer decision-making that prioritizes the environmental impacts of purchases. The aim of the current research was to identify factors that influence consumers to purchase sustainable palm oil (SPO) products. Semi-structured interviews were conducted with 13 adult residents of Australia, transcribed, and subjected to framework analysis, with sub-themes classified under main themes of capability, opportunity, and motivation. While several sub-themes emerged, those barriers unique to SPO purchasing behavior included a lack of knowledge combined with contradictory information on the best course of action, palm oil being a hidden ingredient that is often not labeled such, and reduced availability and/or visibility of SPO containing products. These barriers are difficult for consumers to overcome on their own. Policy and structural modifications to procurement and labeling, as well as widespread awareness campaigns with a uniform message, could assist in providing a platform for consumer reform.