Awareness, intention, and behavior: Three empirical perspectives on predicting the purchase of abnormally shaped fruits and vegetables

Stöckli, Sabrina; Dorn, Michael (2021). Awareness, intention, and behavior: Three empirical perspectives on predicting the purchase of abnormally shaped fruits and vegetables. Resources, conservation and recycling, 168, p. 105431. Elsevier 10.1016/j.resconrec.2021.105431

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This research addresses psychological determinants of consuming abnormally shaped fruits and vegetables to reduce food waste. In a correlational online survey with 472 citizens of a small European capital, we found that personal norms and environmental awareness predict whether someone is aware of sales outlets of abnormally shaped fruits and vegetables and whether they intend to and report to finally purchase abnormally shaped fruits and vegetables. A subsequent analysis on differences between people that do purchase abnormally shaped fruits and vegetables—i.e., Doers—and people that do not purchase abnormally shaped fruits and vegetables—i.e., Non-Doers—reveals by which aspects Doers and Non-Doers are driven during their purchases (e.g., appearance, seasonality, social and ecological sustainability). We discuss implications for interventions to foster the consumption of abnormally shaped fruits and vegetables to reduce food waste.

Item Type:

Journal Article (Original Article)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Consumer Behavior

UniBE Contributor:

Stöckli, Sabrina and Dorn, Michael Hans

Subjects:

600 Technology > 650 Management & public relations
300 Social sciences, sociology & anthropology

ISSN:

0921-3449

Publisher:

Elsevier

Language:

English

Submitter:

Sabrina Stöckli

Date Deposited:

18 Mar 2021 10:21

Last Modified:

21 Mar 2021 03:02

Publisher DOI:

10.1016/j.resconrec.2021.105431

BORIS DOI:

10.48350/153834

URI:

https://boris.unibe.ch/id/eprint/153834

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