INTERVENTIONS TO ENCOURAGE SUSTAINABLE CONSUMPTION

Sustainable consumption is hampered by a discrepancy between consumers’ attitudes and their actual behaviour in the market place. Psychological construal level theory provides an explanation for the attitude to behaviour gap as a motivational conflict between high and low level of mental construal. Based on self-determination theory it is argued that this motivational conflict presupposes extrinsic motivation for sustainable behaviour. Based on self-regulatory styles, the present paper identifies and illustrates four types of intervention strategies that can cater for extrinsic motivation for sustainable development among light users. The underlying mechanisms of these interventions suggest that the transition from external to internal regulation is catalysed by social feedback

Interventions to encourage sustainable consumption

Sustainable consumption is hampered by a discrepancy between consumers’ attitudes and their actual behaviour in the market place. Psychological construal level theory provides an explanation for the attitude to behaviour gap as a motivational conflict between high and low level of mental construal. Based on self-determination theory it is argued that this motivational conflict presupposes extrinsic motivation for sustainable behaviour. Based on self-regulatory styles, the present paper identifies and illustrates four types of intervention strategies that can cater for extrinsic motivation for sustainable development among light users. The underlying mechanisms of these interventions suggest that the transition from external to internal regulation is catalysed by social feedback

Exploring the consumption context and the relation between food choices and emotions

This work examines the impact that two different consumption contexts (healthy versus indulgent) have on the relationship between the anticipated emotions (positive versus negative) evoked from yoghurt extrinsic attributes (fat-related nutrition claims and sensory) and choice behaviour. The research was conducted in the Netherlands in 2019 on 209 regular yoghurt consumers. Participants were divided into two consumption contexts and a control group (no context) and were instructed to imagine purchasing yoghurt to consume it as a healthy snack, as a treat, or received no instructions. After choosing their preferred option from a discrete choice experiment, participants indicated how the choice made them feel from a list of positive and negative emotions (PrEmo2 tool). The preliminary results suggested that participants with consistent preferences who chose the same type of yoghurt in all choice task selected mostly positive rather than negative emotions for their choice. The evoked anticipated emotions affected yoghurt choices; however, the evoked emotions were mainly affected by the consumption context

Heterogeneity in barriers regarding the motivation, the opportunity and the ability to choose low-calorie snack foods and beverages : associations with real-life choices

Objective: Employing Rothschild’s Motivation–Opportunity–Ability framework, the present study examines the extent to which heterogeneity in barriers regarding the motivation, the perceived opportunity and the perceived ability to choose low-calorie over high-calorie snacks is associated with the proportion of low-calorie snack choices in real life. Furthermore, the study investigates which dominant barrier profiles can be discerned. Design: Data were obtained from a survey about participants’ motivation, opportunity and ability to choose low-calorie over high-calorie snacks and an FFQ that measured habitual consumption of snack foods and beverages. Data were analysed using R packages lavaan and NbClust, and IBM SPSS Statistics. Setting: A representative sample (n 1318) of the Dutch population based on gender (686 women), age and education level. Results: For both snack foods and beverages, motivation to choose low-calorie over high-calorie snacks was associated strongest with proportions of low-calorie choices. The perceived ability and perceived opportunity were also associated with proportions of low-calorie choices, albeit to a lesser extent. Furthermore, three dominant profiles of barriers were identified: the no-barrier profile, the lack-of-opportunity profile and the lack-of-motivation profile. These profiles differed significantly on proportions of low-calorie snack choices, daily meal consumption and sociodemographic characteristics. Conclusions: Heterogeneity in barriers regarding the motivation, the perceived opportunity and the perceived ability to choose low-calorie over high-calorie snacks is associated with the proportion of low-calorie snack choices in real life. By identifying and appreciating heterogeneity in barriers, the present study provides further incentives for the tailoring of intervention strategies