Investigating consumers’ green values and food‐related behaviours in Turkey

Abstract

This study sets out to examine the influence of consumers’ green values on food‐related behaviours. Data were collected from a random sample of 385 consumers in Izmir, Turkey via face‐to‐face interviews. Factor analysis was conducted to identify the underlying dimensions that capture the meaning of green values, which affect shopping, cooking and eating behaviours of consumers. A composite variable that represents consumers’ perception of green values was created to classify consumers into two segments labelled: Negative perceivers (37.7%) and positive perceivers (62.3%). The results indicated that the positive perceivers tended to have healthier and environmentally friendly food consumption behaviours than the negative perceivers. Gender, age, education, marital status, body mass index, regular exercise and smoking were significant for differentiating between the segments. We intend to construct value‐based intervention programmes that are easy to implement, non‐mandatory and cost‐effective for the negative perceivers.

The impact of motivation, intention, and contextual factors on green purchasing behavior: New energy vehicles as an example

“…Many scholars have shown that environmental value has an important impact on consumers' environmental attitude, which then has a positive impact on green purchasing behavior (Cheung & To, 2019; Corraliza & Berenguer, 2000; Gunden, Atis, & Salali, 2020). Marketers should be aware that when the environmental values of consumers are weak, the functionality of a product is critical for making a purchase, whereas when the values are strong, consumer behavior is more influenced by the environmental impact of the product (Schuitema & Groot, 2015).…”

“…According to this study, demographic characteristics (such as age, gender, education level, employment type, income level, family structure, housing type, and number of private cars) are among the important internal contextual conditions to explain the “intention–behavior” gap. Therefore, when formulating green marketing programs, enterprises should focus on the development of customized marketing programs considering gender, age, marital status, education level, income status, family structure, housing type, and other factors, rather than the general “one size fits all” standardized marketing scheme (Gunden et al, 2020).…”

“…Green marketing should focus on providing consumers with the opportunity to try and experience (such as the test driving experience of NEVs) and collect the positive feedback from “early adopters” and spread it widely on social media in the form of text, pictures, sound, and video. In addition, in order to “nudge” the green purchasing behavior of slow‐moving consumers, information such as “more and more consumers are driving NEVs” may shape consumers' green perception and green driving habits more than “reducing exhaust emissions” or “green travel” (Gunden et al, 2020), to effectively play the role of demonstration effect and peer effect in promoting green purchasing behavior.…”

Psycho-Behavioural Segmentation in Food and Nutrition: A Systematic Scoping Review of the Literature

“…Study populations ranged from n = 73 to n = 3085 participants aged between 18 years and 85+ years. The majority of studies included both male and female participants (n = 28) [13,[26][27][28][32][33][34][35][36][37][39][40][41][42][44][45][46][47][48][49][50][51][52][53][54], however one had females only [38], and one did not specify sex or gender [43]. The studies included were from a range of countries such as Australia (n = 4) [13,33,47,54], Chile (n = 3) [48][49][50], and Croatia (n = 2) [32,42], and were published in a range of journals from public health, nutrition, and social marketing disciplines.…”

“…The majority of studies (n = 22) recruited adult volunteers or did not specify whether participants were incentivised to complete the study [13,26,28,[32][33][34][35][36][37][38][39][40][41][42][43][44][45][46]51,52], five studies paid or incentivised participants on completion of the study [27,47,53,54], and three studies recruited student samples from universities without stating whether they were incentivised or volunteers [48][49][50]. Inclusion criteria for the studies were variable, the most common criteria requiring participants to be at least 18 years old [26,34,35,37,42,44,46,47,[51][52][53][54].…”