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- Title
Sustainable Food Purchasing Behavior of Consumers in Singapore.
- Authors
Li Mei Johannah Soo; Chiu-Fui Joyce Mok
- Abstract
This primary aim of this study was to examine the perception and behavior towards the purchase of sustainably-produced food of consumers in Singapore. Almost 900 working adults in Singapore completed a survey which included a food choice ranking, a values clarification exercise, likelihood to buy environmentally-friendly items and a knowledge quiz. Results showed consumers were consistent in the way they prized their beliefs regarding food choice and the way they choose and purchase food. The main drivers for food purchase are pragmatic reasons such as "safety", "health", "personal preference" and "affordability". Few (<10% of consumers) prioritized environmental and ethical concerns when making food choices. Consumers were uncertain that purchasing sustainable food would make a difference towards environment conservation (54.3%) and 76.6% made little effort to buy sustainable food. Knowledge was generally weak and did not correlate to the intention to purchase environmentally-friendly goods. However, consumers who worked in environmental-related occupations considered the environment and ethics when making food choices more than those who are not in environment-related work, and were more likely, though not significantly different, to buy products made from environmentally-friendly material and believed that buying sustainable food would make a difference in conservation. This result indicated that contrary to popular belief that knowledge increases the intention to be more sustainable in food purchase, it is the level of engagement in conservation work that will motivate sustainable behavior. Hence it is crucial to not just translate sustainable literacy but engaging the consumers in caring for the environmental to change behavior.
- Subjects
SINGAPORE; CONSUMER behavior; VALUES clarification; FOOD preferences; ENVIRONMENTAL protection
- Publication
International Journal of Home Economics, 2016, Vol 9, Issue 2, p148
- ISSN
1999-561X
- Publication type
Article