Investigating the gap between citizens' sustainability attitudes and food purchasing behaviour: empirical evidence from Brazilian pork consumers

Abstract

Consumers worldwide are increasingly concerned with sustainable production and consumption. Recently, a comprehensive study ranked 17 countries in regard to their environmentally friendly behaviour among consumers. Brazil was one of the top countries in the list. Yet, several studies highlight significant differences between consumers' intentions to consume ethically, and their actual purchase behaviour: the so‐called ‘Attitude‐Behaviour Gap’. In developing countries, few studies have been conducted on this issue. The objective of this study is therefore to investigate the gap between citizens' sustainability‐related attitudes and food purchasing behaviour using empirical data from Brazil. To this end, Brazilian citizens' attitudes towards pig production systems were mapped through conjoint analysis and their coexistence with relevant pork product‐related purchasing behaviour of consumers was investigated through cluster analysis. The conjoint experiment was carried out with empirical data collected from 475 respondents surveyed in the South and Center‐West regions of Brazil. The results of the conjoint analysis were used for a subsequent cluster analysis in order to identify clusters of Brazilian citizens with diversified attitudes towards pig production systems, using socio‐demographics, attitudes towards sustainability‐related themes that are expected to influence the way they evaluate pig production systems, and consumption frequency of various pork products as clusters' background information. Three clusters were identified as ‘indifferent’, ‘environmental conscious’ and ‘sustainability‐oriented’ citizens. Although attitudes towards environment and nature had indeed an influence on citizens' specific attitudes towards pig farming at the cluster level, the relationship between ‘citizenship’ and consumption behaviour was found to be weak. This finding is similar to previous research conducted with European consumers: what people (in their role of citizens) think about pig production systems does not appear to significantly influence their pork consumption choices. Improvements in the integrated management of this chain would better meet consumers' sustainability‐related expectations towards pig production systems.

Factors affecting consumer attitudes towards food products with sustainable attributes

“…A common result from these studies is that European consumers claim to be particularly concerned to the issues of sustainability in their purchasing choices, however, the translation into the actual responsible food choice and consumption seems more difficult (Chatzidakis et al 2007;de Boer et al 2007;Krystallis et al 2009;Bray et al 2010;de Barcellos et al 2011).…”

Conceptual model to identify factors with influence in Brazilian beef consumption

“…Recently, Brazil has been ranked among the first positions (in 17 countries analyzed) about the environmentally friendly behavior among consumers (Barcellos et al, 2011). In general, this awareness demands more than quality attributes (e.g., low price, sanitary-hygienic quality, flavor, etc.…”

Reducing Deforestation and Enhancing Sustainability in Commodity Supply Chains: Interactions between Governance Interventions and Cattle Certification in Brazil

“…Many farmers are skeptical that demand will be high enough to make the investment worthwhile [46]. One reason for this belief is that although the consciousness of Brazilian consumers is increasing with respect to environmental consumption, decision-making patterns are primarily based on economic criteria [47].…”