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Sustainable food consumption of consumers in Singapore : perceptions and practices
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Type
Thesis
Abstract
This thesis examines the perceptions and practices of sustainable food consumption by the Singapore consumer, investigates the beliefs and values driving food consumption, and consumer’s knowledge (perceived and measured) on sustainable food and food production. The study also aims to identify the attributes that promote sustainable food consumption and profile the demographic characteristics of the consumers who are more willing to consume sustainable food, which will provide fundamental information for policy makers to communicate sustainable living through food choice. For educators, the findings of this study will help them to design school curriculum in teaching and disseminating information on sustainability and enable food producers and marketers to gain a better understanding of the needs and attitudes of consumers towards sustainable food that will help them with the sales of their products.
The theoretical framework of sustainable food consumption is based on a combination of the rational approach of consumer behaviour, the social psychological approach of behaviour as well as the systems approach of decision-making. The framework lists the input variables (beliefs and values, knowledge, attributes of the products, demographic characteristics) that may have an impact on the output (in sustainable food consumption decision-making). A total of 1011 consumers were surveyed. Consumption of sustainable food is measured using purchase intention, i.e., the likelihood and effort to buy sustainable food. Consumers in the different groups are compared in terms of their demographic differences and knowledge level on sustainable consumption. The instrument is a self-administered survey modified from several published quizzes and surveys to suit the Singapore context.
The findings of this study showed that intention to buy sustainable food was positive but consumers were not willing to put in more effort to consume sustainably. Beliefs and values had an effect on sustainable consumption. Consumers who ranked environmental responsibility as an important value when choosing or buying food and those who believed that buying sustainable food would make a difference towards environmental conservation were more likely to buy and willing to put in effort to buy sustainable food. Older consumers, those with higher educational attainment, and those who were involved in environmental conservation at work or in their studies were more willing to consume sustainably. Perceived and measured knowledge of sustainable food were not high. Nevertheless, consumers who perceived to know about sustainable food were more likely to buy sustainable food. Consumers could also be influenced by their family and friends to consume sustainably.
Hierarchal linear regression analysis showed that attributes, such as cost and labelling, of environmentally-friendly food were predictors of the likelihood to buy sustainable food. The results showed that while consumers indicated their likelihood to buy sustainable food, they were generally less willing to put in effort to do so. Beliefs and values, as well as knowledge about sustainable food consumption were motivation for consumers to put in more effort to buy sustainable food. The results suggest that the various agencies, such as the policy makers, non- governmental organisations, and producers of sustainable food need to put in more effort to promote sustainable food consumption and design programmes to shape the values of consumers and provide them with the knowledge to consume sustainably.
The study provides an overview on how consumers in Singapore perceive and practice sustainable food consumption. More empirical research and actual consumption data on different segments of the consumers will provide a more precise analysis of sustainable food consumption of consumers in Singapore.
The theoretical framework of sustainable food consumption is based on a combination of the rational approach of consumer behaviour, the social psychological approach of behaviour as well as the systems approach of decision-making. The framework lists the input variables (beliefs and values, knowledge, attributes of the products, demographic characteristics) that may have an impact on the output (in sustainable food consumption decision-making). A total of 1011 consumers were surveyed. Consumption of sustainable food is measured using purchase intention, i.e., the likelihood and effort to buy sustainable food. Consumers in the different groups are compared in terms of their demographic differences and knowledge level on sustainable consumption. The instrument is a self-administered survey modified from several published quizzes and surveys to suit the Singapore context.
The findings of this study showed that intention to buy sustainable food was positive but consumers were not willing to put in more effort to consume sustainably. Beliefs and values had an effect on sustainable consumption. Consumers who ranked environmental responsibility as an important value when choosing or buying food and those who believed that buying sustainable food would make a difference towards environmental conservation were more likely to buy and willing to put in effort to buy sustainable food. Older consumers, those with higher educational attainment, and those who were involved in environmental conservation at work or in their studies were more willing to consume sustainably. Perceived and measured knowledge of sustainable food were not high. Nevertheless, consumers who perceived to know about sustainable food were more likely to buy sustainable food. Consumers could also be influenced by their family and friends to consume sustainably.
Hierarchal linear regression analysis showed that attributes, such as cost and labelling, of environmentally-friendly food were predictors of the likelihood to buy sustainable food. The results showed that while consumers indicated their likelihood to buy sustainable food, they were generally less willing to put in effort to do so. Beliefs and values, as well as knowledge about sustainable food consumption were motivation for consumers to put in more effort to buy sustainable food. The results suggest that the various agencies, such as the policy makers, non- governmental organisations, and producers of sustainable food need to put in more effort to promote sustainable food consumption and design programmes to shape the values of consumers and provide them with the knowledge to consume sustainably.
The study provides an overview on how consumers in Singapore perceive and practice sustainable food consumption. More empirical research and actual consumption data on different segments of the consumers will provide a more precise analysis of sustainable food consumption of consumers in Singapore.
Date Issued
2018
Call Number
TX360.S55 Soo
Date Submitted
2018