Psychosocial and demographic variables associated with consumer intention to purchase sustainably produced foods as defined by the midwest food alliance

Objective: To examine psychosocial and demographic variables associated with consumer intention to purchase sustainably produced foods using an expanded Theory of Planned Behavior. Design: Consumers were approached at the store entrance and asked to complete a self-administered survey. Setting: Three metropolitan Minnesota grocery stores Participants: Participants (n = 550) were adults who shopped at the store: the majority were white, female, and highly educated and earned greater than or equal to$50,000/year. Participation rates averaged 62%. Main Outcome Measures: The major domain investigated was consumer support for sustainably produced foods. Demographics, beliefs, attitudes, subjective norm, and self-identity and perceived behavioral control were evaluated as predictors of intention to purchase them. Analysis: Descriptive statistics, independent t tests, one-way analysis of variance, Pearson product moment correlation coefficients, and stepwise multiple regression analyses (P < .05). Results: Consumers were supportive of sustainably produced foods but not highly confident in their ability to purchase them. Independent predictors of intention to purchase them included attitudes, beliefs, perceived behavioral control, subjective norm, past buying behavior, and marital status. Conclusions and Implications: Beliefs, attitudes, and confidence level may influence intention to purchase sustainably produced foods. Nutrition educators could increase consumers' awareness of sustainably produced foods by understanding their beliefs, attitudes, and confidence levels.