Promoting sustainable consumption: Determinants of green purchases by Swiss consumers

TLDR

Overconsumption in industrialized nations drives environmental degradation, necessitating a shift toward sustainable consumption patterns. The study seeks to identify personal and contextual barriers to green food purchases and enhance understanding of how to promote such purchases. Using survey data, the authors analyze how personal factors (attitudes, norms, perceived barriers, knowledge) and contextual factors (socioeconomic status, living conditions, store characteristics) influence Swiss consumers’ green food buying. Regression results show that positive attitudes toward environmental protection, fair trade, local products, and access to action‑related knowledge boost green purchases, while perceived time barriers and frequent supermarket shopping hinder them; moral thinking, monetary barriers, and socioeconomic traits have no significant effect, and policy and marketing implications are discussed. © 2003 Wiley Periodicals, Inc.

Abstract

Abstract Given that overconsumption in industrial countries is a main cause of environmental degradation, a shift toward more sustainable consumption patterns is required. This study attempts to uncover personal and contextual barriers to consumers' purchases of green food and to strengthen knowledge about fostering green purchases. Survey data are used to examine the influence of distinct categories of personal factors (such as attitudes, personal norms, perceived behavior barriers, knowledge) and contextual factors (such as socioeconomic characteristics, living conditions, and store characteristics) on green purchases of Swiss consumers. Results from regression analysis suggest that green food purchases are facilitated by positive attitudes of consumers toward (a) environmental protection, (b) fair trade, (c) local products, and (d) availability of action‐related knowledge. In turn, green behavior is negatively associated with (e) perceived time barriers and (f) frequency of shopping in supermarkets. Surprisingly, green purchases are not significantly related to moral thinking, monetary barriers, or the socioeconomic characteristics of the consumers. Implications for policy makers and for companies and marketers engaged in the promotion and commercialization of green products are discussed. © 2003 Wiley Periodicals, Inc.