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Sustainable purchasing behavior and the consumer: Pre- and in-store interventions to facilitate the use of carbon labelling

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posted on 2025-01-30, 12:34 authored by Claire MayClaire May, Andrew Fearne

This empirical article presents the results of two interventions at different stages in the purchase process designed to influence consumer purchase behavior towards lower carbon products. Survey and questionnaire results show the potential for targeted interventions to increase awareness and understanding of complex sustainability initiatives, such as carbon labelling. Analysis of supermarket loyalty card data provides further evidence of the widely cited attitude-intention-behavior gap. The value of measuring the behavioral impact of interventions objectively is therefore highlighted. The challenge of attempting to change behavior within real world contexts, such as a retail supermarket setting, is illustrated and the consequences of this discussed. Our findings present valuable insights for researchers studying behavioral change and stakeholders attempting to influence pro-environmental purchasing behavior. 

History

School affiliated with

  • Department of Marketing, Languages and Tourism (Research Outputs)
  • College of Arts, Social Sciences, and Humanities (Research Outputs)

Publication Title

European Journal of Sustainable Development Research

Volume

8

Issue

4

Pages/Article Number

em0267

Publisher

Modestum

eISSN

2542-4742

Date Submitted

2019-11-30

Date Accepted

2024-08-09

Date of First Publication

2024-09-09

Date of Final Publication

2024-10-01

Funder

This study was supported by the Department of Environment Food and Rural Affairs (Defra) as part of a PhD studentship.

Relevant SDGs

  • SDG 13 - Climate Action
  • SDG 12 - Responsible Consumption and Production

Open Access Status

  • Open Access

Date Document First Uploaded

2025-01-23

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  • N/A

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