hat is the influence of the SHIFT factors on consumers' purchase intention towards sustainable food? And how is this influence moderated by type of food (utilitarian vs hedonic)?
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2022-07-07
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en
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Nowadays, sustainability has become an important issue that should not be ignored. However, only a small fraction of consumers purchases sustainable food. There is an inconsistency between consumers' attitude and actual behaviour, also referred to as an attitude-behaviour gap. To decrease this gap, White et al. (2019) created the SHIFT framework which helps marketeers create effective green advertisements by leveraging the following psychological factors: Social Influence, Habit Formation, Individual Self, Feelings and Cognition, and Tangibility. However, this framework has not been widely applied. We lack knowledge on what effect the use of SHIFT factors in green advertisements has on consumers’ purchase intention towards sustainable food. The study adds to existing literature by providing new insights into which SHIFT factor has the strongest impact on purchase intention towards sustainable food. Moreover, this study created new insights into how the type of food moderates the relationship between SHIFT factors and consumers’ purchase intention towards sustainable food. Last, this study investigated if SHIFT factors can be manipulated with green advertisements or whether they are inherent consumer characteristics that can only be measured through surveys. An online survey and experiment were conducted among 361 participants. The results of the survey showed that Cognition and Tangibility positively influenced purchase intention. No significant effects were found for the other SHIFT factors. The results of the experiment showed that none of the SHIFT factors had a significant effect on purchase intention. Moreover, the type of food did not significantly moderate the relationship between the SHIFT factors and purchase intention. The research concludes with theoretical and managerial implications and gives suggestions for future research.
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Faculteit der Managementwetenschappen