Measuring the Longitudinal Effects of Food Carbon Footprint Training on Consumers: Knowledge, Attitudes, and Behavioral Intentions

Abstract

Although the supply chains through which foods are produced, processed, and transported can have a significant impact on carbon dioxide (CO 2) emissions, consumers are largely unaware of how their food choices may impact the environment. Based on a previous related study, 1 we hypothesized that a web-based training process could increase consumer knowledge and perhaps influence consumer behavior longitudinally. To test this, food distribution networks were modeled and analyzed to determine CO 2 footprints for a variety of foods, and a training process was designed to teach consumers about the CO 2 emissions for different types of foods that are provided either locally or transported over long distances. The training allowed users to compare alternative choices for their daily food menu. Participants from two major urban universities were given an initial knowledge survey after which they participated in the online training program including the carbon footprint of foods associated with production, preparation, transportation, and storage. Later they took a post-treatment survey regarding their knowledge and their intentions to change their purchasing behavior in selecting foods. Follow-up surveys were administered after one month and after three months. Results indicate that participants' post-training knowledge increased and participants indicated that they intended to use the knowledge they gained to make more sustainable food choices. Additionally, participants partially retained the knowledge gained over time, maintained their intentions to change behavior, and followed through by implementing behavior change related to more sustainable food choices.

Understanding consumers’ intentions to purchase green products in the social media marketing context

“…Product knowledge positively influences attitudes ( β =0.10, t -value=2.81, p <0.01) and intentions ( β =0.13, t -value=3.66, p <0.001). Hence, H6a and H6b were accepted; the results are consistent with previous studies (McEachern and Warnaby, 2008; Lin, 2009; Wikoff et al , 2012; Cho et al , 2013). PCE has a positive influence on attitudes ( β =0.84, t -value=14.56, p <0.001) and no influence on intentions ( β =0.02, t -value=0.16, p >0.05).…”

Multi-Product Category Choices Labeled for Ecological Footprints: Exploring Psychographics and Evolved Psychological Biases for Characterizing Latent Consumer Classes

“…Related footprint work on potatoes and minced beef (Peschel et al 2016) has tried to explore how well-informed respondents consider themselves to be about ways to reduce carbon emissions and water usage. Other work has highlighted the importance of educating consumers with regard to carbon footprints (Wikoff, Rainbolt, & Wakeland, 2012;Upham et al 2010).…”

How does consumer knowledge affect environmentally sustainable choices? Evidence from a cross-country latent class analysis of food labels

“…This leads to substantial 155 correlation between both types of knowledge (Brucks, 1985;Raju, et al, 1995), although this 156 was found to be stronger for products relative to non-products (e.g., financial or medical 157 services) and public relative to private goods (Carlson, et al, 2009 regard to carbon footprint information was shown to increase intentions to purchase products 165 with a lower carbon impact (Wikoff, Rainbolt, & Wakeland, 2012).…”